Todd Briggs

Self-initiated fictional brand · Campaign concept

Close the Laptop. Open the evening.

HELLO HOUR Sparkling Tea

AI-assisted HELLO HOUR campaign scene with a cobalt sparkling tea can beside a closed laptop
After Door / AI-assisted lifestyle imagery

01 / The brief

Find the moment.

A fictional sparkling tea launch built around the moment work gives way to personal time. One doorway motif connects packaging, advertising, retail, and digital.

Closing a laptop is an ordinary action with a clear meaning: work is over and the evening is yours. The campaign uses that familiar moment as a creative hypothesis for introducing a new drink.

My contribution
Creative direction, campaign development & AI-assisted production
Project status
Self-initiated fictional brand · Campaign concept

02 / Packaging

One doorway. Three teas.

Five directions explored typography, color, and composition. After Door made the idea physical through a doorway on the label and a hard shaft of light in the campaign imagery. The selected line brings the same transition into plain language. Each 355 mL can shares the same type hierarchy and doorway, with a distinct flavor palette.

HELLO HOUR’s three proposed sparkling tea cans in coordinated flavor colors
Peach Oolong / Blood Orange Black Tea / Yuzu Green Tea
HELLO HOUR discovery six-pack carton concept
Discovery six-pack / Two cans of each proposed flavor

03 / Advertising

The evening opens.

The poster establishes the doorway motif. The vertical ad puts the line in a lived-in evening scene. The carousel moves from the occasion to the range and discovery pack.

Awareness poster with a cobalt tea can at an orange doorway and the line Close the Laptop. Open the evening.
Awareness poster
Vertical HELLO HOUR ad with a closed laptop and cobalt tea can between the two halves of the campaign line
Vertical advertisement
Carousel opener with the cobalt Peach Oolong can and the campaign headline
01 / Set the occasion
Carousel panel introducing Peach Oolong, Blood Orange Black Tea, and Yuzu Green Tea
02 / Meet the flavors
Carousel panel featuring the discovery six-pack and its assortment
03 / Discover the six-pack

04 / Retail

Carry the idea to the shelf.

The Peach Oolong display brings the cobalt can and doorway mark to the point of choice. A short shelf message repeats the line from the ad.

Fictional HELLO HOUR retail display and shelf sign
Concept retail display / AI-assisted imagery

05 / Digital brand exploration

From first look to flavor choice.

The launch page introduces the range. Three illustrative app screens explore how the brand might carry through to flavor discovery and six-pack selection.

View the launch-page concept ↗

Digital brand exploration

Three illustrative mobile screens carry the campaign from flavor discovery to a proposed six-pack selection.

Explore
HELLO HOURSPARKLING TEA

Pick your
evening.

The three proposed sparkling tea cans together.
  • Peach Oolong
  • Blood Orange Black Tea
  • Yuzu Green Tea

Three flavors · 355 mL each

Flavor detail
HELLO HOURFLAVOR DETAIL
Peach Oolong can in the sunlit doorway.

Peach
Oolong.

Peach and rounded oolong.

Sparkling tea · 355 mL

Discovery-pack selection
HELLO HOURTHE WHOLE RANGE

Discovery
6-Pack.

The proposed Discovery 6-Pack carton.
  • Peach Oolong2 cans
  • Blood Orange Black Tea2 cans
  • Yuzu Green Tea2 cans

Selected concept · 6 cans

06 / Proposed launch sequence

What to test.

Begin with the occasion, introduce the flavors, then explain the six-pack at retail and online. A real launch could test campaign recall, whether shoppers distinguish the flavors at a glance, and interest in the six-pack after seeing the range.

Fictional campaign concept. Product, retail, and lifestyle imagery are AI-assisted. Packaging and app screens are design explorations.