James Joyce Gin releases a new brand film that celebrates two of the authors greatest works, ‘Finnegan’s Wake’ and ‘The Dead’. Directed by Dermot Malone and produced by Banjoman, the ad subverts the typical alcohol genre in a unique celebration of emotional experience.

Set in winter, the camera pulls us through the misted window of a Georgian building that typifies the architecture of Dublin. As we arrive in a rich dark wood-panelled room, a young man (Ferdia Walsh-Peelo [Sing Street 2016 & HBO’s Vikings]) addresses the guests at a wake, animatedly sharing stories of his memories of the deceased. The camera spins on its axis, imitating a circle of life, taking us through the motions of the event – the highs and lows, the laughs, the sadness and the celebration of life.