When Japanese brand Suntory asked us to help launch their new sparkling cocktail, Maru-Hi, in the U.S., the challenge was clear: how do you stand out in a category full of sun-soaked, daytime drinking ads?

We chose to go in the opposite direction—if everyone else owned the day, we’d take the night. One of the client’s main goals was to make sure the drink felt unmistakably Japanese, so we leaned into that by creating a spot inspired by Japanese graphic novels. It follows our main character, Yuki, and her friend as they set out in search of the perfect night.