The Vault Launch

For the launch of Johnnie Walker Vault - a library of 500 rare, aged and ghost whiskies, personally curated and rotated to showcase the very best of the 10 million casks of Scotch available to Master Blender Dr Emma Walker - agency led the creative direction, casting and rollout for a global launch campaign.

Creative talents Yoyo Cao, Kelly Wearstler, and Gabriel Moses—each known for uniquely blending culture through their work—collaborated with Dr. Emma Walker to craft a personalized whisky blend that translates their creative identities into liquid form. This collaboration deepened the campaign’s authenticity and connected personal storytelling with the brand’s legacy of craftsmanship.

Each was captured in bespoke photo shoots that reflected their distinct aesthetics across fashion, design, and visual art. Agency produced tailored press materials and dynamic social content, positioning the trio as cultural bridges representing Asia, the US and the UK. The result was a bold, global launch that blended creativity, personal expression, and the spirit of Johnnie Walker.

The agency also supported global PR for the Vault’s next chapter: a collaboration with French couture designer Olivier Rousteing. As the first official cultural partner of the platform, Rousteing co-created Couture Expression, a seasonal, limited-edition whisky collection with Dr. Emma Walker - delivering over 998m in press reach.