Focus

What happens when a beloved corner store classic collides with high-fashion eyewear? AriZona Iced Tea and Thierry Lasry’s unlikely collaboration called for a campaign that was as bold and eclectic as the partnership itself. The goal: deliver a creative experience that felt unexpected, unapologetically fun, and deeply rooted in culture.

Expertise

ICNCLST led the full creative execution—from concept to rollout—translating product energy into a cross-channel moment that lived both online and in the streets.

Casting Real Culture

To reflect the vibrant, expressive spirit of AriZona, we cast 15 models who embodied the city’s style and cultural pulse. Shot across lower Manhattan in a street-style format, the photo and video campaign channeled the raw, fast-paced energy of NYC culture. Days ahead of the launch, the visuals blanketed the city through a wheatpaste campaign—turning sidewalks into runways.

From Product to Pop-Up

The experience culminated in a two-story SoHo takeover. More than 2,400 guests flowed through the space across three days, exploring custom-fabricated adobe walls, a gamified vending machine, and an AriZona speakeasy—where visitors sampled the latest drop: AriZona Hard, alongside the Cold Brew. Every moment was crafted to feel immersive, shareable, and completely unexpected.  Ahead of launch, we designed and shipped a custom influencer seeding kit to 200 cultural tastemakers—extending the collaboration’s reach and creating organic anticipation across fashion, lifestyle, and beverage communities.