Johnnie Walker Blue Label
Elusive Umami: Earthly Delights
Translating rarity into a multisensory experience across taste, sound, and visual storytelling
Role
Creative Director
Led concept, brand identity, and visual direction across campaign and content.
Directed cross-functional teams across strategy, production, client, and talent.
Luxury audiences connect more deeply when brands engage multiple senses. For a product defined by taste, the opportunity was to make flavor something you could see, hear, and feel.
Insight
Express the rarity of Blue Label in a way that feels modern, immersive, and culturally relevant beyond traditional whisky storytelling.
Challenge
Built a multisensory concept around “Elusive Umami,” pairing whisky with unexpected sensory layers across sound, taste, and visual storytelling.
Collaborated with artists and technologists to translate organic signals into music, extending the idea beyond film into physical experience.
Approach
Impact
64% unprompted brand recall
20% increase in sales
35% lift in social engagement
3.1M+ views in first month
Established a new creative benchmark for premium spirits storytelling
Execution
Multi-Sensory Experience System:
Sound
Visual
Story
Experience
