The Spirit in the Ink
Working with BBDO Toronto, I helped bring Sapporo’s story to life in a way that felt both ancient and electric. I developed the concept, shaping a world where Sumi ink wasn’t just an artistic element, it was a storyteller, revealing the soul of the brand. I even wrote the score, ensuring that every note matched the fluidity and energy of the visuals.
As the camera moves through the space, ink forms and dissipates—Ninjas, ancient warriors, a striking woman with an umbrella—each a nod to the craftsmanship, discipline, and beauty behind Japan’s most iconic beer. The coasters and poster extended this idea beyond the screen, turning simple barware into artifacts of the brand’s legacy. Each piece of work reinforced what Sapporo has always been: a masterpiece of the brewer’s art.
The campaign struck a chord in Canada, where Sapporo saw a 19% increase in brand affinity and a 12% lift in sales within key urban markets. Proof that when tradition and modernity meet in the right way, people don’t just drink a beer—they experience it.
A Masterpiece in Motion
TV / OLV, MUSIC
For a brand steeped in tradition, the challenge wasn’t just telling Sapporo’s story, it was revealing it. I developed the concept for this spot, using Sumi ink as the bridge between past and present, letting legends emerge on the walls of a pulsing modern nightclub. Every brushstroke, every dissolve was intentional, blending history with energy, craftsmanship with motion. Even the music was part of the storytelling. I composed the score to move like the ink itself, flowing seamlessly through each moment and building to a bold, dynamic finish. The result is a cinematic tribute to Sapporo’s legacy, proving that some stories aren’t just told, they unfold.
COASTERS
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COASTERS *
At first glance, these coasters are simple—Sapporo’s iconic gold star and the timeless tagline, “A Masterpiece of the Brewer’s Art”, set against a clean white background. But like the beer itself, there’s more beneath the surface.
Using a hydrochromic process, the moment a cold Sapporo is placed on the coaster, the moisture reveals an intricate Sumi ink scene surrounding the star. Warriors, waves, and calligraphic brushstrokes emerge, a fleeting but powerful reminder of the craftsmanship behind every pour. As the coaster dries, the artwork fades back into the unseen—waiting for the next glass to bring it to life again.
Tradition meets innovation in a small but memorable way, turning an everyday moment into an experience as rich as the beer itself.
posters
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posters *
I developed this concept as an extension of Sapporo’s campaign because copywriting should go beyond words. Like the water-activated drink coasters, these Sumi-style samurai posters in Dundas Square reveal hidden calligraphy when rain falls. A blend of art, tradition, and innovative printing, they engage the city, evolving, rather than simply existing within it.