Props to Bigelow Tea for marketing their product in such creative ways. The brand introduces the inaugural episode of “While You Were Steeping,” a new web series that explores what can be “created, imagined, or crafted in the time it takes to steep a cup of tea.” Turns out, it can be quite a lot, as L.A.-based artist Geoff McFetridge demonstrates in the video above. The series promises about four vids a year, each of which will focus on a different artist creating around a cup of tea.

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While You Were Steeping