ROKU GIN
THE BEST OF EVERY SEASON
Client: Roku Gin
Agency: VML
Art Director: Helen Hulsey
Copywriter: Cat Lindberg
ACD Art: Daria Milligan
ACD Copy: Saedi Burke
ECD: Tian Mulholland
Director + Photographer: Paloma Rincon
Drink Stylist: Takako Kuniyuki
Set + Prop Stylist: Rebecca Bartoshesky
We were asked to concept and shoot a social campaign for Roku Gin that captured the essence of this historic Japanese brand. Our selected creative concept and treatment, ‘The Best of Every Season,’ focuses on the concept of ‘shun,’ the peak moment of a seasonal food’s freshness and the guiding principle of Roku’s harvesting practices.
Roku’s botanicals are considered shun because they are harvested in their peak period of ripeness. Each scene was carefully considered to include the plants, textures, lighting and sound that accurately reflect their respective season and is meant to evoke a fleeting yet harmonious moment of shun.
Our final social assets incorporated additional touches of Japanese principles with copy in the form of haikus.