Lunar New Year is a key period for premium whisky brands in Asian markets.

I was lucky to work on a series of stunning LNY gift editions for Glenfiddich, partnering with Chinese artist Rlon Wang to develop a special pack and bringing the concept to life through animated films and retail activations.

Each year we were challenged to find new ways of making the whisky’s Speyside origins relevant to consumers in Beijing and Taiwan. To do so, we delved deep into the brand’s own legendary story as well as the rich tapestry of Chinese mythology.