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CLIENT: Chivas Regal
AGENCY: Media.Monks
ROLE: Creative Group Head
Chivas Regal wanted to launch their new global "I Rise, We Rise" branding in China. To help them with this challenge, we collaborated with Bai Jing Ting and created a customized film based on his life telling Chivas brand values.
The "I Rise, We Rise" concept is simple, a celebrity or leader who achieved a lot in life keeps pushing with a team of people making the whole group rise further.
We applied this logic to Bai Jing Ting and created a complete story from his passion for basketball, leading him to pursue other talents like designing and acting. The different parts of the film display how he interacts with other people making the whole group rise.
In this project, I was in charge of the overall Art Direction of the film, Key Visuals, and different adaptations.
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The whole film focused on brand messaging.
While the authentic story around Bai Jing Ting focused on the "I Rise, We Rise" content. The visual design represented each brand's values and branding elements. From lighting to clothes, set design, and post-production, each detail has been thought about to convey Chivas Regal's universe.
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Each Key Visual represents one part of the concept.
"I Rise" with Bai Jing Ting solo Key Visual and "We Rise" with Bai Jing Ting and other influencers together.
For the Key Visuals, we used a very branded design promoting the new "I Rise, We Rise" line with other branding elements to create a highly recognizable brand Key Visual for Chivas Regal.
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