Kusmi Tea is a premium unconventional tea brand: both avant-garde and traditional. We had to create a unique brand territory. So, we decided to avoid all the clichés: no tea, no tasting ceremony, no tea tester, no travel...

We set out with a simple concept: at Kusmi Tea, everything is about blends. Blends of tea, flowers, fruit, aromas and colors : but also blends of origins, cultures, ages and trends.

We decided to bring these blends to life by creating animate, poetic and sensual scenes. In a vast, luxurious Parisian flat submerged in water, men and women representing the origins of our teas come together in dreamy choreography, wearing costumes in flamboyant shades that evoke the colorways of the packaging.

The beauty of blends.

In keeping with a purist approach,we have decided to shoot in real life, without any special effects.

The set for the flat, which weighed six tons, was built and then submerged in a seven-meter-deep swimming pool.

The actors played their parts holding their breath and were supplied with oxygen by divers between takes. Everything is real – even the chandelier lit up under the water.