Pernod Ricard, the French wine and spirits giant, commissioned Justin Jin to tell a story in China that reflected shared values with their Chinese partners. He documented an Indigenous Chinese community that the company is supporting in a region known for its exquisite embroidery, focusing on a mother’s sacrifice to educate her children.
With no structured brief, Justin immersed himself for weeks in a remote village, listening closely to people’s hopes and struggles. There, he met Mother Wu—a woman who never attended school herself but devoted her life to educating her four children. Through intimate photography and storytelling, Justin captured a universal tale of sacrifice and resilience that resonates across cultures.
The marketing team created a gala event based around this story.