Johnnie Walker hired a feature-film crew to shoot a whisky ad.
The Scotch brand released a new "Keep Walking" film starring Sabrina Carpenter and directed by Damien Chazelle, the Oscar winner behind "La La Land."
It's the latest step in the singer’s multi-year brand partnership with Johnnie Walker.
Superprime Films produced the spot, and MA+ Group is credited as the advertising agency behind it.
Chazelle did not arrive alone.
Cinematographer Linus Sandgren, another "La La Land" Oscar winner, became part of the cinematic crew.
Alongside them are Florencia Martin as production designer and Anthony Carlino as set designer, both of whom have worked on Chazelle’s previous film, "Babylon."
"Working with Johnnie Walker and Damien was such a creative adventure," Carpenter said.
"We wanted to create a true cinematic experience that was playful, unexpected, and full of personality."
The 2025 launch looked different, with Carpenter’s longtime collaborators JJ Stratford and Bryce Anderson creating the campaign visuals.
This time, the brand bought a full feature crew, giving marketers a clear buying decision to weigh.
Apple made a similar move when it hired Spike Jonze for its HomePod film, and Prada did the same with Wes Anderson for a short.
Each brand paid for a director’s reputation along with a finished film that movie fans can come to appreciate.
What Chazelle Shot for Carpenter
The film draws on French New Wave cinema, with spontaneity, freedom, and playful rule-breaking shaping its look.
Carpenter takes the protagonist role as the world shifts around her, moving through celebrations, festivities, and unexpected moments.
Johnnie Walker says the story follows her growth as an artist and her signature style, tying back to the personal progress at the center of "Keep Walking."
The film comes as products from the partnership reach shelves.
Carpenter’s signature "Go Go Highball" and a limited-edition Black Label bottle in her style are rolling out in Europe, Australia, and North America.
These are expected to reach more markets over the next few months.
The film also sits inside Johnnie Walker’s global music platform, which backs artists who push creative limits.
The 2025 launch relied on signature cocktails served at select tour stops and billboards in New York City and London.
While that phase gave fans a place to taste the drink, this film gives them a story to digest before they make a purchase.
U.S. Scotch Exports Slip 4% in Value
The ad comes as Scotch exports to the U.S. fell 4% in value to £933 million in 2025, and volumes dropped 9.2%, according to the Scotch Whisky Association.
A 10% U.S. tariff took effect in April 2025, and the U.S. lifted tariffs on Scotch in July 2026, per The Spirits Business.
Johnnie Walker chose to allocate its marketing budget to a film while the category rebuilds in its most valuable market.
There's also merit in its decision to team with Carpenter.
Celebrity-branded whiskies went up 8% by volume in 2023; that's four times the 2% growth of the whisky category overall, per IWSR.
Furthermore, a report from 5WPR found spirits and beverage brands score highest of any consumer sector for celebrity fit, at 8.0 out of 10.
This leaves three lessons for any brand hiring an agency for a premium production.
Price Each Senior Credit Separately
Brands should ask agencies to cost the director, designers, and camera lead as separate lines.
Johnnie Walker’s credits name a director, a production designer and a set designer beyond the star.
Hire a Producer With Spirits History
Brands should check a production company’s past work in their category.
Superprime also produced Chazelle’s 2023 Hennessy X.O film for DDB Paris, which gave him an existing cognac credit on his reel.
Time the Film to the Shelf
Film rollouts should be done while the product is in stores. Johnnie Walker’s Go Go Highball and Black Label bottles rolled out as the film goes live.
The partnership’s earlier product launches gave the production something to point toward.
Our Take: Who Should Choose the Director?
Carpenter has said she is a long-time fan of Chazelle’s work, and we think that detail carries real weight.
A star who wants to work with her director gives the camera more on set, and no media plan can buy that.
Brands hiring agencies should ask each pitch team questions before the brief is locked.
The answer shows us more about a shop than a credentials reel does.
Brands pursuing ambitious creative need partners who are all in on their ideas.
Take a look at these top creative agencies in our directory.
