EQUITY - BORJOMI

CAMPAIGN TYPE - 360
ROLE - CREATIVE DIRECTOR
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We launched a new communication campaign for Borjomi, Georgia’s iconic mineral water, and invited the audience on a gastronomic journey.
The message was simple yet powerful: “Open, enjoy, feel the lightness.” A line that captured Borjomi’s unique ability to enhance any culinary experience — making every dish feel lighter, more refreshing, and more enjoyable. With this campaign, we expanded the brand’s communication line while honoring a tradition that’s been alive for 135 years.
Borjomi has always been a proud part of Georgian feasts and celebrations. This time, we embraced that legacy and translated it into a modern ritual — positioning Borjomi as not just a festive staple, but a daily essential for those who appreciate balance, authenticity, and great food.

From visual storytelling to tonality, we brought together heritage and freshness. We leaned into rich Georgian aesthetics, paired with contemporary execution, to celebrate shared meals, meaningful pauses, and the effervescent spirit of Borjomi itself.
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Rooted in its unique mineral composition and deep cultural legacy, the campaign allowed us to reintroduce Borjomi to a new generation — not through reinvention, but by reminding them that some traditions simply feel right.
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This project wasn’t just about refreshing a brand — it was about capturing a feeling. The lightness that comes not only from the water itself, but from being present, enjoying good food, and celebrating the everyday with something timeless.

Brand: Borjomi
Agency: Leavingstone
Director: Dima Chkheidze
Creative Chairman: Levan Lepsveridze
Creative Director: Emily Koridze
Art Director: Magda Janjalashvili
‍Sr. Copywriter: Keti Kipshidze Qetka Magradze
DoP: Sandro Darakhvelidze
Production Design: Polina Rudchik
VFX Company: Highway VFX
Music: Heima production
Executive Producer: Meli Bagdavadze
Released: March 2025