Diageo came to us with a deceptively simple ask: drive sales without losing sight of the legacy that made the brand iconic in the first place. What followed were months of creative competition, with multiple teams chasing the same brief. This was the idea that rose to the top, and remains one of the campaigns I’m proudest to have created. Poignant. Cinematic. Memorable. And, most importantly, effective.

Directed by Fredrik Bond.