“People across the globe prefer their favorite foods and drinks in glass.* That’s why O-I launched Glass Is Life™, a global movement to celebrate the love we all share for glass,” the company explains at its website.

The new campaign features notable figures talking about their passion for glass. Michael Muller shot the portraits and directed the commercials. Here’s a look at this year’s campaign, plus four spots that Michael directed for a previous Glass Is Life campaign with French explorer Celine Cousteau, chef Geir Skeie, Nic Lecloux of True Fruits, and creative director Susanna Ko.

.

Jeff Arnett, master distiller, the Jack Daniels Brewery. Photo by Michael Muller for O-I/Glass Is Life.

Hugues Lechanoine, managing director, Baron Philippe de Rothschild. Photo by Michael Muller for O-I/Glass Is Life.

Joe Schiraldi, vice president of brewing operations, Left Hand Brewing Company. Photo by Michael Muller for O-I/Glass Is Life.

.

.

.

.

.

.