Craigellachie Gifting Shoot
The brief:
Craigellachie sits at the heart of Speyside, but its whisky breaks from the region’s usual light, floral style. Worm tub condensers, already old-fashioned when the distillery opened in 1891, give it a fruity, muscular character. Earlier key visuals had kept to a traditional look. This time, the brand wanted images with more energy that showed the range on a set.
My role:
I led the creative direction and production of the shoot, from first idea to final image.
Creative direction. Moved the brand’s imagery away from its traditional look, with a concept built around what makes the whisky different.
Production. Managed the shoot from concept to delivery, working directly with the photography team and their in-house producer.
Social and e-commerce:
I also designed the social media and
e-commerce assets that carried the photography through the end-of-year gifting season. The designs ran on Instagram and Facebook, were adapted into multiple languages for different markets, and appeared on retail sites including Amazon.
