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Work — Pernod Ricard · BFS Studio, Ho Chi Minh City

Chivas Regal— One Crest, Two Worlds

Client
Pernod Ricard
Industry
Spirits & Wine
Services
Art Direction & Key VisualProduction
Format
2 films · 45–60s · 1920 × 1080 · 25 fps
Year
2023
Credits
BFS Studio
Film still — the Chivas Luckenbooth crest in gold on deep red velvet
( 01 )

THE BRIEF

Two product films in the same year for two very different expressions — Chivas Regal XII, sold to a younger crowd, and XVIII Blue Signature, sold on eighty-five tasting notes. Shot as separate campaigns they would have read as two brands; shot identically they would have flattened the difference between a night out and a collector’s pour.

( 02 )

WHAT WE DID

Both films are built from one asset — the Luckenbooth crest — and separated only by material and tempo. XII runs on red velvet and liquid gold, cut fast and cut young. XVIII runs on blue ink and cold gold, slow, with a sweep of light travelling across the number. Same crest, same frame, two temperatures — and the last chapter sets each element side by side to prove it.

( 03 )

OUTCOME

Two films produced from a single brand asset — the Luckenbooth crest — one for Chivas XII and one for XVIII, released for the Vietnam market.

( 04 )

THE WORK

The crest element as used in the XII film — gold on red velvet
XII — red velvet and liquid gold
The crest element as used in the XVIII film — gold on blue ink
XVIII — blue ink and cold gold
Film still — the Chivas Luckenbooth crest in gold on deep red velvet
Film one — Chivas XII
Opening sequence — the wordmark drawn as fine gold line work
Line
Opening sequence — the line work thickening into filigree and volume
Filigree, then volume
The XII numeral filling the frame in gold over red
The wordmark dissolves, the Signifier enters, the frame turns gold
Footage still — a young crowd in a bar, gold light across the frame
Footage and supers
Footage still — friends raising glasses, the campaign super across the bottom
“Thế hệ trẻ mới định hình văn hoá mới”
The ticker frame element — running type along all four edges of the frame
Ticker frame
The gold sunburst element radiating from the centre
Gold sunburst
Product still — the XII box turning through 360 degrees against a field of numerals
360° on the box, a field of XII
Endframe of the XII film — crest and the line I Rise, We Rise
Endframe — I Rise, We Rise
Film still — the same crest in cold gold on a blue ink ground
Film two — Chivas XVIII
The XVIII numeral in cold gold, a sweep of light travelling across it
The symbol travels
Light sweep still — the symbol catching the light at its first position
Light sweep — first position
Light sweep still — the symbol fully lit at the end of the travel
Light sweep — fully lit
The number 85 held large in gold on blue, for the eighty-five tasting notes
85 nốt hương — the number
The 85 badge element on its own
85 badge
Art-deco ray element radiating in cold gold
Art-deco rays
The triple crest product lockup — bottle, box and crest in one frame
Triple crest product lockup
Product still — the XVIII bottle lit against blue
Product
Product still — the XVIII box and bottle together
Box and bottle
Endframe of the XVIII film — crest and the line Success Is A Blend
Endframe — Success Is A Blend
The ticker frame in the XII film — warm gold on red
One kit, two temperatures — XII
The same ticker frame in the XVIII film — cold gold on blue
The same element — XVIII
( 05 )

FILM

Next [ yellow tail ] — Tết 2026
( 06 )

NEXT PROJECT

[ yellow tail ] — Tết 2026 case study cover Casella Family Brands [ yellow tail ]— Tết 2026 Special packaging
( 07 )

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