In its first films for Twinings, creative studio Uncommon redefines teatime in unexpected ways for our age of heightened anxiety.
Sipping soothes—it's transformative, too—as director James Marsh (an Oscar winner for The Theory of Everything) brews vignettes rippling with light and sound. Themed "Alive in Every Drop," the spots present personal tea rituals that bring focus and peace of mind. These aren't "breaks" in the day, but essential opportunities for the drinkers to draw energy from cup and cosmos—and revive their sagging spirits.
First, a deft dolly shot follows the flow (and glow!) of an impromptu a.m. dance routine set to the dappled beats of Axel Thesleff's "Bad Karma."
Next, tea fuels Nino's creative regimen. As the budding artist performs at the piano, Marsh's slow, swirling camera tunes in on his vibes.
"Tea may feel an unexpected addition into a world more commonly associated with liquor and streetwear, but tea has long been a partner for those creating vocal performances and Nino's care and focus are evident in this piece," Uncommon says in a blog post.
Lastly, a contemplative day at the beach, with streaming wind as the soundtrack:
"We've never enjoyed more varieties and blends of tea in our lives, but the image of tea in the U.K. is somewhat stuck in the past," Uncommon says. "Twinings are seeking to address this with these captivating stories of new tea moments."
The films broke this week across TV, online and social media in England, with out-of-home elements seeking to further distill the essence of Twinings' wellness blends.
Project Name: Alive in Every Drop
Agency: Uncommon Creative Studio
Production Company: Pulse
Director: James Marsh
Editor: Rick Russell
Producer: George Saunders
DOP: Jakob Ihre
Grade: Seamus O'kane
Audio Post-Production: Soundtree
Media Agency: 7Stars