chivas ultis
convivial oppulence
reframing luxury as a shared cultural moment
thumbstoppers re-framed luxury as a shared cultural moment, gliding through a world of modern aspiration where individuality, diversity and togetherness
conviviality and inclusivity are at the heart of everything for pernod ricard.
the breakdown
overview
Chivas Ultis XX commissioned Thumbstoppers to create a hero film that positioned Ultis XX within an opulent world that still felt relevant to a modern, multicultural Gen Z audience.
The challenge was to express luxury without stiffness, and aspiration without exclusion. The film needed to feel elevated, social, and human, not distant or ceremonial.
execution
We developed Convivial Opulence, a visual idea rooted in togetherness rather than spectacle.
The film moves through an opulent mansion in an almost single-shot glide, passing seamlessly between distinct groups of friends. Each moment was carefully styled to reflect different expressions of modern aspiration, allowing individuality to lead before the cast naturally converges.
Rather than relying on hard cuts or traditional hero framing, the camera movement created flow and intimacy, mirroring the way social groups intersect in real life. The styling, casting, and pacing were designed to feel intentional but effortless, balancing polish with authenticity.
The result was a film that felt cinematic yet socially fluent, designed to live comfortably across hero placements and social cutdowns without losing its sense of scale or cohesion.
outcome
The film reframed Ultis XX as a symbol of modern luxury rooted in connection, not formality.
By presenting opulence as shared and culturally diverse, the work aligned the brand with Gen Z values while maintaining the premium codes expected of Chivas. The near single-shot format delivered strong visual retention and lent itself naturally to social-first edits and reversioning.
Ultimately, Convivial Opulence demonstrated how luxury storytelling can evolve for new audiences by prioritising movement, people, and atmosphere over traditional product hierarchy.
