The Chai campaign is one of T2’s most important outside of it’s gifting calendar. Although a popular rival to the latte, especially in winter, Chai is perceived by customers as being too involved for the home. We set out to declare Chai as the easy to make, delicious and incredibly versatile drink for the cold. A graphical device was designed to speak of the broad product range, and the art direction focused on ingredients, taste and flavour. My responsibilities included creative, design and art direction of all campaign collateral as well as directing the 15 second promotional film that previewed to a packed house at the Syndey International Film Festival. Creative with Magenta Burgin, in-store graphics with Rob Cameron.