String Theory

TV

The Red String Theory is a fable from Chinese mythology suggesting that we each carry an invisible red string through life, connecting us through time and space to the people we're supposed to be with. For the holidays, we used Maker's Mark's iconic wax-pull opening to tell a story with a very visible red string of our own, positioning the brand as more than a drink, but as a magical force that brings you closer to the people you love.

Copywriter:
Kent Beal
Director:
Deborah Chow

Awards

2025 Louisville AAF Awards - Gold
 

​