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.
Review: Director Tyler Spindel’s “Kinda Pregnant”
We have by now become accustomed to the lengths some movie characters will go to keep a good comedy lie going. But it's still a special kind of feat when Amy Schumer, playing a baby-mad single woman who fakes a baby bump in "Kinda Pregnant," is so desperate to maintain the fiction that she shoves a roast turkey up her dress.
You might be thinking: This is too ridiculous. The stuffing, alone. But if we bought "Some Like it Hot" and "Mrs. Doubtfire," I see no reason to quibble with the set-up of "Kinda Pregnant," a funny and often perceptive satire on motherhood, both real and pretend.
"Kinda Pregnant," which debuted Wednesday on Netflix, is a kinda throwback comedy. Like "40-Year-Old Virgin" and "Wedding Crashers," you can basically get the movie just from its title.
But like any good high-concept comedy, "Kinda Pregnant" is predominantly a far-fetched way for its star and co-writer, Schumer, to riff frankly on her chosen topic. Here, that's the wide gamut of pregnancy experience — the body changes, the gender reveal parties, the personal jealousies — all while mixing in a healthy amount of pseudo-pregnant pratfalls.
It's been a decade since Schumer was essentially launched as a movie star in the 2015 Judd Apatow-directed "Trainwreck." But "Kinda Pregnant," which Schumer wrote with Julie Paiva, almost as adeptly channels Schumer's comic voice — the one that made the sketch series "Inside Amy Schumer" so great.
The movie's opening flashes back to Lainey (Schumer) as a child playing with dolls and imagining herself a mother-to-be. So committed is she to the role that Lainey, in mock-labor, screams at her friend and then politely apologies: "Sorry, but the expectant mother often lashes out at her support system."
But as... Read More