Johnnie Walker Blue Label sought to connect with Asian diaspora communities across North America by recognising how Lunar New Year celebrations have evolved. For many, the occasion is now shared not only with relatives, but also with friends and chosen families who have become part of their lives abroad.

We created a series of artistic social films inspired by the Lunar New Year limited-edition bottle designed by renowned artist James Jean. Combining product-focused visuals with animation drawn from the bottle artwork, the films celebrated the modern bonds and traditions that bring people together during the festive season.