Johnnie Walker Blue Label Limited Edition

Role:
Art Direction,
Concept Development 

@ Bulletproof Inc.

To connect Johnnie walker blue Label with a new generation of luxury drinkers, we turned whisky cues on their head. - creating a fashion-led brand collaboration with ski brand Perfect Moment. The result? Packaging that doubles as a wearable puffer bag, a bold break into après-ski culture, and a global sell-out in 49 markets. A launch campaign that fused product and lifestyle, sparked record-breaking fandom, and gave Blue Label a whole new kind of cultural relevance.