Working together with single malt whisky brand Glenfiddich, we invited six young contemporary artists to create works based on the brand spirit of Glenfiddich 「Crossing and Moving Forward」on the 20th anniversary of the launch of the Glenfiddich Artist-in-Residence Program, and we used video to record their creative process and convey the brand's spirit of daring to be pioneers and cross boundaries. Through the linkage of online video, small program and offline exhibition, the all-round interpretation of Glenfiddich's exploration and innovation of flavor all the way.

Art has the spirit of breakthrough and far-reaching exploration, inspiring people to think and try for the future. This time, the agency starts with art and presents a broader spiritual world together with the artists. Combining the spirit of Grandfiddich and the artists, it brings out the spirit of Grandfiddich to break through the tradition of whisky, innovate the brewing process, create a breakthrough masterpiece with both quality and personality, and convey the spirit of Grandfiddich's innovation and breakthrough.

Art may be useless at the moment, but the artists are tirelessly exploring and challenging the existing perceptions, so that people can see the world they live in from a different perspective. All these vividly illustrate the spirit of 「Crossing and Moving Forward」 that Glenfiddich has always advocated. This collaboration between us and Glenfiddich hopes that in the collision of breaking and standing, inheritance and innovation, we will continue to leap over the current successful or difficult situation, and boldly seek for the next success.

1、"A line is like a destiny, and every line is malleable, which means that every day is new."

2、"Nothing is set in stone, the only way to break through more effectively is to always stay awake and recognize the situation."

3、"The beauty of art comes from the constant breakthrough, the breakthrough of the self and the breakthrough of those who have gone before."

4、"There is no clear boundary between science and art, and I continue to learn across disciplines in order to use creation to merge the two into new, undefined experiences."

The video has been broadcasted over 100,000 on online, with over 10,000 readers interacted with it in the form of retweets and comments and likes. After that, an offline art exhibition was landed in Shanghai K11 Shopping Art Center, The combination of online communication and offline exhibition effectively achieves a secondary communication effect. More people began to think about how to develop contemporary art with the times in today's diversified era, strengthening the brand spirit of「Crossing and Moving Forward」of Glenfiddich.