Tres Bien came up with a daring film for a genius start up brand, air up. It's a bottle that lets you drink only water, but taste flavour, using this thing called science. However, the film had no creative concept, no rationale behind it. They tasked me with reverse engineering a brand platform, and my answer was "Nothing added, but you". Speaking to the truth that without you, air up is just a plastic bottle. With you, it's a story. The platform is now rolling out across their whole brand and future advertising.
