GLENFIDDICH
WHERE NEXT?
Since 1886, Glenfiddich has challenged convention to break new ground and establish new practices in single malt whisky for others to follow. To encompass Glenfiddich’s legacy whilst building for the future, I worked on this project, where we were tasked with creating a unifying, memorable and distinctive identity that could be expressed around the world.
The idea would form the first global platform for Glenfiddich and completely re-imagine the legacy brand for generations to come.
GROWTH THROUGH RISK
The brand’s historic icon – The Stag – became a symbol of this mindset as the project team turned its annual loss of antlers into a metaphor for embracing the unknown, centralised through a hero TVC which illustrates the Stag’s journey from vulnerability to strength.
Collaborating with production house The Mill and directed by Phillipe André through Independent films, ‘The Stag’ marks a modernisation of Glenfiddich’s heritage. On this project I assisted in refining the global 30” edit, as well as designing and animating different the endframe and global variants, and rolling out various cutdowns for different markets.
MaVERICK SPIRIT
As part of a lifestyle shoot tying into the idea to “Meet the Mavericks”, I shot and edits a series of social content to be used across global channels and individual markets. The above examples were planned and executed by me on set, to produce simple but eye-catching cinemagraphs showing the two key serves for this type of consumer.
GRAND CRU
As part of wider campaign to launch a new luxury whisky to the US market, I produced a custom DOOH asset for this 7-screen array in Times Square, New York. The campaign breaks away from the traditional imagery of Scotch using Grand Cru’s decadent black and gold palette and effervescent firework burst, and borrowing from traditionally French celebratory language.
CHALLENGERS WELCOME
The "World's Most Awarded Single Malt Scotch Whisky," was developed to differentiate the brand, featuring a simple yet striking design inspired by high-end perfume and aftershave. The campaign emphasised the whisky's accolade and stood out in emerging markets where traditional whisky marketing cue were common.
I worked alongside the photograph Sam Hofman and his team on set to art direct this shoot, as well as producing the edit and roll-out for different markets.
FIRE & CANE
Working alongside art director Ethan Kennedy, I was tasked with producing a Facebook Canvas experience to help tell the storm of the new Fire & Cane Glenfiddich variant. By compositing and grading a series of additional shots captured during the shoot for the TVC campaign with Jonathan Knowles, I built a canvas allowing users to scroll down a pour of the spirit, leaning more about the flavour notes and serving suggestion at each step.