The Ask:

Pure Leaf asked us to come up with a social campaign that would highlight the power of a Unsweetened Pure Leaf Ice Tea as the perfect afternoon pick-me-up.

Who We Worked With:

We worked with Martha Stewart and various members of her team to bring this campaign to life.

My role:

As one the main art directors on this team, I helped to bring relevant insights, learnings and social trends to help develop social content that worked in conjunction with Pure Leaf’s social strategy. With these learnings I was able to sell in some new ideas to client that they went with! We were told that we were going to work with Martha Stewart, the queen of all things home, cooking and crafting, so we wanted to highlight this idea that even a pro needs a little help. We wanted it to be fun, quirky and tap those she works closest with to bring this work to life. And for a social campaign, we wanted some amazing Martha one liners that those on social could comment on and use themselves. We also created a CapCut template of a cut of one of the funny scenes in the hero video that any TikTok user, Pure Leaf and Martha Stan could use to create their own content.