ABSOLUT ELYX • The Pineapple Of Hospitality - Concept, Art Direction & Film Direction

For this project, I conceived, directed and art directed the film for Absolut Elyx. The agency’s initial brief was to take the iconic pineapple coupe on a journey, inspired by the whimsical and cinematic universe of Wes Anderson.
The idea of travelling through different modes of transport quickly became the core narrative. With the camera locked onto the central object, the film moves seamlessly from country to country, turning the glass into a protagonist and a symbol of hospitality across cultures.