Set within a lush, handcrafted backdrop of an idealized tea plantation with a crisp, clear river running through it, the television commercial for the Coca-Cola family’s newest global brand promises a unique experience from the very beginning. Just as the music slowly fuses together additional instruments, voices and sounds into a joyful crescendo, the visuals keep pace. Using the ancient device that first produced the illusion of movement thousands of years ago, a zoetrope featuring the natural ingredients of Fuze Tea–tea leaves, water and lemon–starts to spin and the journey begins.
Illustrating Fuze Tea’s belief that bringing good things together creates even better things, the viewer is then presented with multiple zoetropes (12 carousels were used in all) that bring together people, joy, activity and delight to help convey the refreshing, sensorial experience of the fusion of tea and natural fruit flavors.
Closing with a panoramic scene of the Fuze Tea universe, viewers are reminded of the possibilities that result when the very best ingredients are brought together to create something altogether delicious.
Completely handcrafted by a team of 30 artists, the spot is designed to be a clear expression of the natural goodness of Fuze Tea, which is a fresh, modern take on ready-to-drink tea and illustrates the brand idea of “Fuze With, Fuze Tea.”
Ben Steiger Levine of 1st Ave Machine directed for twofifteenmccann, San Francisco.
Hwang Dong-hyuk On Season 2 of “Squid Game,” Wrapping Production on Season 3; What’s Next?
Viewers may gasp, cringe or cry out watching characters die on Netflix's "Squid Game," but those simulated deaths have a different effect on its creator, writer and director. Instead, Hwang Dong-hyuk feels happiness seeing them go.
The show has a huge cast and Hwang says it was "really difficult" to manage everyone on set.
As characters would die, Hwang recalls saying to the actors on their last day, "'Oh no! How sad! I won't see you tomorrow,' but I was always smiling inside."
"Squid Game" season two premieres Thursday. It once again stars Lee Jung-jae and centers around a secret competition in South Korea that targets people in debt and the winner gets a big cash prize. What they don't know is that losing the game is deadly.
Hwang originally conceived of the show 15 years ago as a two-hour film but it failed to gain traction with financiers or even interested actors. He put it aside and worked on other films instead. He then had the idea to make it a TV series instead and took the project to Netflix. There, it could reach a wide audience.
"I never in my wildest dream thought it was going to be this huge," said Hwang, who spoke about the show and what comes next. Answers have been edited for clarity and length.
Q: What have you learned from "Squid Game"?
HWANG: I learned that I shouldn't give up. If you love something and if you want to create something, it might not work now, but the time might come later. Or that idea could be the source of inspiration for something else.
Q: You've already finished filming season three of "Squid Game." Have you thought about what your next project will be?
HWANG: I'm afraid to talk... Read More