The Project
Tasked with creating a global social and digital campaign, The Best of Every Season draws inspiration from the Japanese principle of shun (the enjoyment of things at their peak perfection). The campaign explores the product in harmony with the natural world.
The Treatment
Exploring the principle of wabi-sabi (appreciating the imperfect beauty of nature) and pairing it with ikebana techniques (the Japanese art of floral arranging), we crafted sets styled to mimic the natural world. Across each scene, we created different seasons, times of day, color palettes, and motions that constructed a perfect moment, frozen in time.
Photo and video assets were developed with a range of social and digital placements in mind.
In key social placements, haikus that emphasize craftsmanship and flavor were paired with the product and season-specific cocktails.
We meticulously planned each scene to make sure our wabi-sabi and ikebana styling principles stayed true from start to finish.
Each of our settings was inspired by the season’s hero botanicals and mimicked different times of day during that season.
Spring
Botanicals: sakura blossom + leaf
Time of Day: late dawn
Lighting: bright + misty
Set: pastel color palette and soft materials
Summer
Botanicals: sencha and gyokuro tea leaves
Time of Day: warm afternoon
Lighting: dreamy glow
Set: vibrant color palette and contrasting materials
Fall + Winter
Botanicals: sansho pepper + yuzu fruit
Time of Day: hazy dusk
Lighting: low-angled, soft fog
Set: moody color palette and raw materials
Shout Outs ✽
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Paloma Rincon, Director + Photographer
Takako Kuniyuki, Drink Stylist
Rebecca Bartoshesky, Set + Prop Stylist -
Tian Mulholland, ECD
Saedi Burke, ACD Copy
Daria Milligan, ACD Art
Cody Liesinger, Editor