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MFA Thesis Defense
We had set out to capture the brand through time, capturing the rich history of the Johnnie Walker product from its humble original inception in a barn in Scotland and carrying the storyline through to the modern era. We wanted to indicate that the product is unchanged, both in recipe and in what occasions it is used for and what feelings it promotes in consumers. We set out to do this strictly using cinematic and storytelling principles and avoiding more dry copy like statistics and brand talking points.
We ended up finding the perfect way to convey our intentions. The storytelling is mainly tied together with the surreal golden energy, which is a visual representation of how the product makes people feel- even though the settings and activities have changed. We tried to mainly rely on visual storytelling, which we think worked great- you feel the labor of Johnnie's hands in the first segment, the joy of the swing dance of the second sequence, and the camaraderie of the three gentlemen at the end.