Liquid I.V. × T-Mobile × Prime Video
Branded storytelling inside The Summer I Turned Pretty — culture first, commerce follows. We stepped into the show, not on top of it.
Clients
Liquid I.V., T-Mobile
Partners
Amazon Brand Innovation Lab, Seed, Uppercut, UPP
Where
Wrightsville Beach, NC — the real “Cousins Beach”
Timeline
Under 4 weeks award to delivery
Objective
Launch two co-branded TV commercials tied to The Summer I Turned Pretty Season 3, introduce Liquid I.V.’s Orange Vanilla Dream flavor, and reinforce T-Mobile’s place with younger, emotionally connected fans.
The Audience
Gen Z and Millennial fans — mostly women 18–34 — socially active and fandom-driven. They live inside the world of TSITP. They don’t want an ad. They want the feeling.
The Challenge
Brands want to speak to this audience without breaking the spell. The question: how do you sell a product and still protect the show’s tone, palette, and heartbeat?
Strategy
The Guide
Amazon brought the vision. Seed brought the engine. Director Dream Pop led the look. We speak in scenes, not slogans, and we move fast without losing the poetry.
The Plan
- Concept & alignment: Two distinct scripts, one for Liquid I.V., one for T-Mobile, both anchored to the show’s emotional language.
- Location for legitimacy: Early access via the show’s original scout secured Wrightsville Beach, NC (the real “Cousins Beach”).
- Design the moments: Inventive transitions, a tuned color story, and musical pacing that feel native to the series.
The Stakes
Miss the tone and fans tune out. Nail it and the integration plays like canon — and both brands win cultural equity.
Execution
Speed × Style × Precision
- Under four weeks from award to delivery. Two weeks from greenlight to wrap.
- SEED built two pitch decks in under a week and a production plan that balanced beauty and budget.
Liquid I.V. Visual Language
- Ethically-sourced, AI-animated accents with Uppercut and UPP to heighten the summer dream.
- A sun-lit orange tree blooming in real time.
- Floating creamsicles in a soft-focus montage.
- Infinity-loop motifs that tie emotion to time.
- Dynamic relighting for seamless scene-to-scene flow.
T-Mobile Presence
Youthful, present-tense, embedded in the rhythm of the story. The brand reads as character, not interruption — seamlessly integrating real clips from Prime Video’s original series The Summer I Turned Pretty.
The Brief
- Two unique TVC spots: one Liquid I.V., one T-Mobile.
- Compressed timeline: two weeks from greenlight to wrap.
- First-of-its-kind Prime Video integration format.
- Target: women 18–34, socially engaged and fandom-forward.
- Season 3 premiere date: July 16, 2025.
Production Notes
- Creative leadership: Amazon Brand Innovation Lab with SEED and Director Dream Pop.
- Where: Wrightsville Beach, North Carolina — known to fans as Cousins Beach — for instant visual legitimacy and continuity with the series.