See What Geoff McFetridge Can Make While His Bigelow Tea Steeps
Ideo's 'While You Were Steeping' Campaign Explores Quiet, Creative Moments Around the Beverage
Feb 26, 2014
While Lipton has gone all out with a global campaign featuring Kermit the Frog and The Muppets, U.S. tea company Bigelow makes some quiet time with the "While You Were Steeping" campaign, created out of Ideo, which explores what notable tea drinkers can accomplish in the few minutes it takes for their beverages to steep. The first film, directed by Bucky Fukumoto, stars noted L.A.-based designer/director Geoff McFetridge, who recently created the L.A. subway map and computer interfaces for Spike Jonze's film "Her." In it, Mr. McFetridge takes his pen to paper -- and beyond --while waiting for his cup of Earl Grey to develop.