PRAN Tea · 2026
Ten Seconds to Cha
A 10 second AI film for PRAN Tea's 3in1 sticks, made for Dhaka's big LED screens: open, pour, add hot water, stir, done.
- Client
- PRAN Tea
- Market
- Dhaka, roadside LED screens
- Year
- 2026
- Format
- LED · 10s
- What we did
- Creative direction, Art direction, AI film, Motion
The project
Two blue mugs in warm light, a Regular Cha stick beside them. A hand tears it open, the powder falls, hot water swirls it into milk tea, a spoon draws one slow circle. Then all four flavours, side by side, in front of a tea garden.
PRAN Tea's 3in1 sticks hold tea, milk and sugar in one, in four flavours: Regular, Rong, Masala and Kashmiri. A roadside LED screen gives a film about ten seconds of a glance from a moving car or a rickshaw, from far away and with no sound.
Show the whole promise in the time it takes to make a cup. One table, one blue mug, one stick, and four big actions that read from across an intersection: open, pour, add hot water, stir. Golden side light against a dark room, so the screen glows at night. The pack is shot as large as the mug, so the product never shrinks to a logo, and the mug carries Regular Cha's own blue. The last frame fans out all four flavours in front of a tea garden, the one place where the brand's leaf comes from.
A 10 second film in the screen's own wide shape (1520 x 720), with no words needed to follow it, and its key frames. Shown here as it plays on a night-time LED screen.
One glance
Ten seconds, no sound, a driver who is looking at the light ahead. Every shot does one thing, big and slow enough to land.
Four flavours
The last frame is the shelf: Regular, Rong, Masala and Kashmiri, in front of a tea garden.
AI, honestly
Made with AI
- Images
- Motion
- Backgrounds
Made by people
Creative and art direction by A Hil Galib. The packs are PRAN's own artwork, kept exact in every frame. The LED mock-ups put the real frames on screen.
Credits
Client
- Brand
- PRAN
GioThread
- Creative and art direction
- A Hil Galib
