NEW YEAR - BORJOMI

CAMPAIGN TYPE - 360
ROLE - CREATIVE DIRECTOR

For New Year’s, we launched a magical winter campaign for Borjomi that celebrated not just the holiday — but the idea of a new beginning.
The story begins on a symbolic journey aboard the “Kukushka” — a nostalgic mountain train that holds deep meaning for generations in Georgia. Wrapped in pines and snow, it sets the perfect stage for what comes next: an enchanting adventure led by Borjomi itself. Inspired by this imagery, we created a festive brand film that followed a group of friends leaving a holiday party. The moment they open a bottle of Borjomi, the ordinary fades — and a magical, otherworldly journey begins.
This campaign reawakened the childlike wonder of New Year’s. We brought together nostalgia, tradition, and fantasy to remind viewers that Borjomi isn’t just a drink on the holiday table — it’s a part of the feeling. With this new narrative, Borjomi became the guide to a dreamlike escape from the everyday, carrying audiences back to memories of snowy winters, twinkling lights, and timeless celebrations.