I did this work, entitled, Einstein is Impressed for a Nestlé promotion in Tokyo. The product was called “Charge” and allowed a person to get instant coffee from the container it comes in into a second container at the home and office without the embarrassment of spilling any grains.

This is not something that would sell in the U.S. where we are not so fastidious about being perceived as sloppy. The image on the left shows the illusion and the one on the right shows how the event was set up. These sorts of events are very controlled and choreographed in Japan- nothing is left to chance.

Below is a video of one of the T.V. shows that covered the event. There are always super exaggerated “Oohs and Aaahs” in the Japanese productions.