Forest Pine
Client
Torani
Role
Creative Director
Videographer
Video Editor
Project
For its 2025 Flavor of the Year launch, Torani unveiled Forest Pine, a flavor inspired by the spirit of the outdoors. To build anticipation, we created a social-first campaign centered around “the call of the wild,” featuring teaser skits, lifestyle content, a hero reveal video, and recipe-focused content. Across 15 videos, the campaign blended storytelling and product education to bring the launch to life across organic and paid social channels.
Launch Teasers & Reveal
01
The Daily Grind
Our hero is stuck in a dull office routine, surrounded by muted colors, repetitive sounds, and the monotony of another workday. An invitation to try a new flavor being developed breaks the routine.
02
The Call of the Wild
The ordinary begins to shift. Sounds of nature start to blend with the office atmosphere and curiosity takes hold as they search for the source of the mysterious call.
03
Into the Wild
Unable to uncover where the sounds are coming from, our hero finally takes a sip and is instantly transported from the office to the forest. Drawn deeper into the outdoors, they follow the sounds through the landscape in search of their source.
04
Forest Pine Revealed
A sweeping aerial descent through the treetops of a forest. Nestled within the natural surroundings, the Forest Pine bottle is finally revealed, showcasing Torani’s 2025 Flavor of the Year in its element.
Creative Approach
After securing AutoCamp Sonoma as the campaign location, we expanded on Torani’s early vision of connecting Forest Pine to the outdoors by developing a social-first campaign built around the idea of “the call of the wild.” Rather than leading with the product itself, we created a three-part teaser series that followed an office worker experiencing subtle signs of nature breaking into their everyday routine. Through evolving sound design, shifting color palettes, and environmental storytelling, we built curiosity around the flavor before revealing its connection to Forest Pine. The campaign was supported by lifestyle content, a hero reveal video, and recipe-focused videos designed to showcase the flavor’s versatility across beverages.
I led the campaign from concept through final delivery, including creative development, production, and post-production. The teaser series was filmed across both office and outdoor locations, requiring careful planning to create a seamless transition between the two worlds. Throughout the campaign, we focused on balancing narrative storytelling with product education, creating 15 social videos that generated anticipation for the launch while introducing consumers to one of Torani’s most distinctive flavor releases.
Lifestyle Moments
01
Morning Ritual
The day begins inside an AutoCamp Airstream as a guest prepares a matcha and settles into a slow morning routine. Stepping outside, they join a friend for a quiet moment, sharing drinks and conversation before the day's adventures begin.
03
Instant Memories
Two friends stroll through the campground in golden-hour light, snapping instant photos and documenting their getaway together. The relaxed pace and candid moments highlight the joy of disconnecting and making memories outdoors.
05
Coffee Bar Connections
Guests meet at the clubhouse coffee bar to customize their favorite drinks with Forest Pine. Surrounded by the energy of the space, conversations flow naturally as the morning gathering turns into a shared moment.
07
Pause & Unwind
A friend relaxes in a hammock before being joined by another carrying a freshly made drink. Together they unwind, enjoying a quiet moment that captures the peaceful side of the Forest Pine experience.
02
Ready for Adventure
Friends gather outside their tent with drinks in hand, excited for the day ahead. Surrounded by the forest, they share laughs and anticipation while preparing for another day outdoors.
04
Sharing the Moment
A group of friends transforms a picnic table into a gathering place, preparing drinks, sharing snacks, and enjoying each other's company. The video focuses on the rituals of mixing, pouring, and connecting over a shared experience.
06
Slow Moments
Nestled among the trees, a group of friends pauses to take in the scenery and enjoy each other's company. The slower pace emphasizes the calm, restorative feeling of spending time outdoors.
08
Around the Fire
As the sun sets, friends gather around the firepit with drinks, snacks, and ingredients for another round of creations. Laughter, conversation, and the glow of the campfire bring the day to a memorable close.
Recipe Videos
01
Forest Pine Matcha Latte
02
Forest Pine Cold Brew
03
Pine Sparkling Lemonade
Team
Agency: Steady Studio
Talent: Torani
Clients: Taylor Lee, Tally Burke, Matt Wills
Creative Direction, Production, Editing: David Wong
Production Assistant: Sonja Huang
Location: AutoCamp Sonoma