Regal Pioneers

THE OPPORTUNITY Chivas Regal sought to deepen its connection with a new generation of ambitious entrepreneurs in Japan. But in a culture where tradition often defines the path to success, how could the brand authentically champion a bolder, less conventional mindset? THE IDEA Together, we crafted a launch campaign for The Regal Pioneers — a masterclass experience to inspire the next generation, featuring successful alternative entrepreneurs who share unconventional lessons from their unconventional success stories. Through a multi-touchpoint campaign spanning social, film and event content, we positioned Chivas as the spark that empowers bold individuals to shape their own success, their own way. THE WORK - Creative Director (client-facing) from Pitch to Delivery for a Japanese market campaign. - Led a cross-market creative team (Japan, Korea, Netherlands) to develop a compelling creative proposal deck framed through a user journey — from awareness to conversion. - Spearheaded the pitch strategy, campaign narrative, and creative approach. - Also contributed as film creative, copywriter (EN) and art director. - After winning the pitch, continued as Creative Lead with a nimble team across Japan and Korea, overseeing campaign development and execution. - Partnered with a local Japan-based production team for two shoots — one to drive awareness and signups, the other to capture event highlights and social content for campaign wrap-up.