The Ask
Create a global social and digital campaign rooted in shun, the Japanese principle of enjoying things at their peak. The idea was to celebrate the product in harmony with the natural world, honoring its seasonality, craft, and cultural foundation.
The Project
We built The Best of Every Season as a quiet, immersive exploration of nature at its most fleeting and beautiful. Drawing from wabi-sabi (the appreciation of imperfection) and traditional ikebana techniques (the Japanese art of floral arranging).
Each scene captured a different season, time of day, color story, and subtle motion — constructing perfect, suspended moments that felt both intentional and ephemeral.
I helped guide the creative vision throughout, shaping how philosophy, craft, and product came together into a world that felt contemplative, textural, and deeply considered.
Photo and video assets were developed with a range of social and digital placements in mind.
In key social placements, haikus that emphasize craftsmanship and flavor were paired with the product and season-specific cocktails.
We meticulously planned each scene to make sure our wabi-sabi and ikebana styling principles stayed true from start to finish.
Each of our settings was inspired by the season’s hero botanicals and mimicked different times of day during that season.
Spring
Botanicals: sakura blossom + leaf
Time of Day: late dawn
Lighting: bright + misty
Set: pastel color palette and soft materials
Summer
Botanicals: sencha and gyokuro tea leaves
Time of Day: warm afternoon
Lighting: dreamy glow
Set: vibrant color palette and contrasting materials
Fall + Winter
Botanicals: sansho pepper + yuzu fruit
Time of Day: hazy dusk
Lighting: low-angled, soft fog
Set: moody color palette and raw materials
Shout Outs ✽
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Paloma Rincon, Director + Photographer
Takako Kuniyuki, Drink Stylist
Rebecca Bartoshesky, Set + Prop Stylist -
Tian Mulholland, ECD
Saedi Burke, ACD Copy
Daria Milligan, ACD Art
Cody Liesinger, Editor