Reimagining the Jade Rabbit
We partnered with Potlatch and The Macallan to create a bespoke animation marking 200 years of whisky-making excellence. Developed for the Chinese Mid-Autumn Festival, the film embraces themes of community, family reunion and gratitude. The animation was used across the campaign to honour Macallan’s dedication to craftsmanship and storytelling.
The animation is inspired by Celeste’s original papercraft world, the story reimagines the legend of the white jade rabbit. Viewers follow the rabbit’s final journey to deliver the elixir of life to the Moon Goddess Chang E. As a reward, she is transformed into stone, remaining forever atop the mountain beside her goddess. The animation blends tradition with creative innovation, celebrating The Macallan’s rich legacy through a culturally resonant and emotionally impactful narrative.