Regal Pioneers

[THE OPPORTUNITY] Societal expectations of a traditional career path were at odds with the ambition of japanese youth and millenials, who increasingly desired alternative paths to success. As the alternative whiskey choice in japan, Chivas saw an opportunity to empower the community. [THE IDEA] We turned unconventional from an uncertainty to an undeniable strength, with our big idea “UNCONVENTIONAL WISDOM FROM UNCONVENTIONAL SUCCESS STORIES” anchoring the campaign. At the core of our efforts to inspire and energise the community, we invited ambitious Japanese entrepreneurs to learn from the unconventional success stories of Keisuke Fujita and Keisuke Shoda at The Regal Pioneers Masterclass event. As part of the campaign storytelling, we created a promotional content package to excite and intrigue, documented the event itself to create FOMO and kept the learning going on social with a series bite sized lessons. [WHAT I DID] Creative Director 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 Director 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.