The team
Client: The Macallan
Role: Art Direction, Design and Motion
Strategy: Kieron Weedon

This is a concept using AI imagery
and reference footage to sell in the idea.

The brief
With luxury brands being reshaped by the streets up, how can The Macallan (based as far from the streets as you can get, The Highlands) connect with and impact street level culture whilst staying true to its heritage? 

The idea
Bannerman, Campbell, Gregor. Scotland are known for their clans. The Macallan tapped into the modern day ‘clans’ of the UK – taking inspiration from their individual fashion, food, music and art cultures. In the age of isolation, we celebrated these groups for their sense of belonging, power and purpose – creating their own clan tartan that represents and celebrates them.