ABERFELDY 45 YEAR OLD CAMPAIGN
The brief:
Aberfeldy was releasing a 45-Year-Old single malt, one of the oldest and rarest whiskies in its range. The visuals needed to look as premium as the whisky, with a set that felt entirely its own.
Using AI as a starting point. Custom prompted AI images were created to serve as inspiration for our set designers and builders. They shaped the direction, the materials and the mood, and led to the final design: a hand crafted cask shelf set into the wall, floating on a wash of backlight.
My role:
I led the creative direction and production of the shoot, from first idea to final image.
Creative direction. Set the visual concept and researched sets that had never been made, using early AI tools to moodboard and test ideas.
Set design direction. Turned the AI moodboards into a brief for a physical set: a custom cask shelf that floats inside the wall, lit from behind.
Production. Managed the shoot from concept to delivery, working with Jason Bailey Studio to build and photograph the set.
Art direction on set. On set from start to finish, keeping the final images close to the original concept.
