The Macallan
Conversations
How do you take a whiskey brand that has a long legacy of appealing to a certain middle aged male drinker with “heather, weather and leather” cliches and have it appeal to a new, younger audience?
How do you take a whisky brand that has a long legacy of appealing to a certain middle aged male drinker with “heather, weather and leather” cliches and have it appeal to a new, younger audience?
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.
Other Work
Guinness

Night Football

How do you ensure you capture the maximum amount of high quality social content, for a campaign to be used across multiple markets, with a football legend?

The North Face

Pinnacle Project Livestream

How do you capture the world's highest 'pop up event' and live stream it to the masses?