Blue Label x James Jean Design Launch

Context
Johnnie Walker needed a creative direction for a global promo film, marking the limited-edition James Jean x Johnnie Walker Blue Label launch for Lunar New Year, targetted for the Asian diaspora living abroad.

Art Direction Concept
Red is the color of Lunar New Year, luck, tradition, continuity. Blue Label stands apart from it, deliberately. The film builds on that contrast: blue held inside a sea of red, never blending in, never fighting it, just present, and accepted. A visual metaphor for carrying something new into something old without needing to replace it.