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Pure Leaf - The No Grants

I'll admit it—I did something incredibly foolish, unprofessional, and downright unethical. I tossed the initial creative brief and budget constraints aside, thinking, 'Screw it, I'll craft a pitch that I believe will win everyone over.' This isn't a path I tread often; only when I hold a deep conviction do I disregard the rules.

After persuading my team that this was the best route, even if it meant deviating from the client's initial bid, I felt deep down that this is what they were truly asking for, what they needed. We meticulously packaged our concept into a beautifully crafted presentation and submitted it to the agency/client. ‘We are over budget,’ the client-side producer responded. Before the agency producer could even respond to the message, another email landed, stating that they had reviewed the treatment and were committed to finding a solution to the financial challenge.

Let me be clear—I'm not advocating for recklessness, unless you're prepared for the possibility of things not going your way. If you're going to defy conventions, might as well go all in, embracing the consequences, come what may.

  • Client: Pure Leaf | Pepsi Co.

  • Agency: Edelman
  • Creative Director: Eden Lewis
  • Senior Producer: Gina LoPinto
  • Executive VP, Integrated Production: Ari Pomerantz
  • Production Company: Eleanor
  • Exectuive Producer: Sophie Gold
  • Director: Dawit N.M.
  • Producer: Ben Narich

  • DoP: Drew Bienemann
  • Production Designer: Carlos Laszlo

  • Post: Bandit Edit

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