To go from 0 to 1 can be seen as we have achieved something. But, what about when we go from X to MAX? This has a deeper meaning, it means that you, as an individual, as a person, went through the process of finding who you really are, pushing yourself to the limit to self-awake, to be aware of how capable you are. That means that your extraordinary self got the MAX level. For CA_, MAX’S is an attitude, so this time we wanted to get a deeper link between Penfold’s Max’s attitude and the new young generation. As per that, we based this TVC creativity on people’s inner potential, the wish to awake it and the power to level it up to the MAX level. For the video, we counted with one of this 2020 most admire idols in China， Liuyuxin, who was the perfect match to promote that self-awareness of inner potential, the effort throughout the process and the strength to level it up to the next level. The perfect link to Penfolds Max’s brand spirit.