Borjomi: The Depth of Renewal

Case Year: 2023

About the Project

For the spring season and the celebration of Nauryz, Borjomi launched a campaign that reimagined traditional seasonal visuals. Instead of obvious tropes, the brand embraced an aesthetic of depth, sensuality, and renewal — as a metaphor for the inner power of nature.

Execution

At the heart of the campaign is the idea of awakening through immersion. We conducted a real underwater photoshoot with professional models, stylists, and underwater cinematographers. In the frame — lightness, fabric, light, and bubbles. Models in ethno-inspired costumes drift gracefully through water, evoking tradition, celebration, and the energy of Nauryz. Product shots complemented the mood: Borjomi bottles and cans surrounded by spring symbols — flowers, coins, chains — like artifacts of renewal holding the brand’s natural strength.

ROI Group's Role

We created a visual campaign where every detail contributed to a sense of depth and premium quality. From concept to production, it came together as a unified artistic gesture. Borjomi received not just a seasonal campaign, but a living metaphor of nature’s beauty and power in renewal.