Celebrating July 4th with Really Bad Infomercials
From 2017-2019 my team at ISL developed and executed a creative vision for Twisted Tea’s editorial content and advertising across Instagram, Facebook, Twitter, GIPHY and various other channels. Our campaigns built enthusiasm for tailgates, cookouts and lakeside chills, celebrated fans living their best lives, and embraced a self-aware approach to advertising on social media.
#PartyWithTea
Our boldest experiment. An infomercial parody campaign convincing everyday Americans that Great Things Happen when they #PartyWithTea. Our great thing for them—weekly giveaways of chill prize packs leading up to the 4th of July weekend in 2019.
Through the lens of hyperbolically patriotic promotional giveaways, day-time home shopping networks, and car dealership air dancers we called on fans to share photos of themselves partying with Twisted Tea.
We leaned hard into a low-budget infomercial aesthetic and built a multi-platform content campaign, generating hundreds of UGC prize submissions, leading to the biggest sales weekend in Twisted Tea’s history.
I led the concept pitch (with the support of my team) and directed all film productions.
ISL AGENCY | DJ SAUL CEO | Ben Abraham ACCOUNT + PROJECT MANAGEMENT | MIKE O’BRIEN CREATIVE DIRECTION | Haeun Ro ART DIRECTION + Design | BEcky Nissel COPYWRITING | Nathan Colby Cinematography, Animation + Video Production | Scott Ostroff Editing + Sound Support | LAUREN EVERETT PRODUCTION | Dave Mikutsky Lighting & Electrical | Humdinger Production Design + Fabrication | Casey Webb Hype
#PartyWithTea was the culmination of ongoing work experimenting with fan celebration and brand-world-building on social media. Here’s a look back at other campaigns:
Ben Abraham ACCOUNT + PROJECT MANAGEMENT | MIKE O’BRIEN CREATIVE DIRECTION | Bryn Dunbar ART DIRECTION + Design | BEcky Nissel COPYWRITING | Sammy Yoon + Vinh Le Cinematography + Video Production | Taylor James PRODUCTION
#TwistedHacks
We built a mess of non-sensical hi-speed how-tos to celebrate the ingenuity of tea-drinking NASCAR tailgaters.
Evan Rubin ACCOUNT + PROJECT MANAGEMENT | MIKE O’BRIEN CREATIVE DIRECTION | Paul Dunbar ART DIRECTION + Design | Spencer Joynt Art Support | Matt Tanski + Nick Kinni Cinematography + Video Production | Caryn Tayeh PRODUCTION
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