Tell a new story that harnesses aspirational pop culture figures who resonate with people in their mid-thirties, in the top 25% of earners - 'entrepreneurial go-getters with with a taste for luxury.' We captured stories from Dylan Jones, Editor of GQ, Mark Hogarth, Creative Director of Harris Tweed, restaurateurs, The Roca Brothers and Ollie and Oskar from HIDE. The interviews focused around the moment they 'made the call', a pivotal moment in their life and career that changed everything for the better. The films have a premium, cinematic feel to them to reflect The Macallan brand whilst also being modern and current.

The Macallan partnered with Wallpaper* magazine to launch the series. Wallpaper* was a great strategic placement for The Macallan brand as their reader base has a median age of 34 with an average annual income of £79k.