Celebrating 200 years of heritage with a groundbreaking campaign that bridges the past and future through storytelling, artistry, and immersive experiences.
This campaign takes whisky lovers on a journey through time, honoring the brand’s rich heritage while looking boldly to the future. At the heart of this milestone release is a remarkable dual-decanter design: the outer ring holds an 84-year-old whisky, the oldest ever released by The Macallan. At the same time, the smaller central decanter contains the first whisky crafted at the brand’s new distillery. With only 200 of these rare releases, this design truly reflects The Macallan’s dedication to craftsmanship and innovation.
Bringing this vision to life, we crafted an animated hero film that invites viewers into the world of TIME : SPACE. The story follows “the caretakers,” striking red figures who embody The Macallan's mastery and dedication. They travel through meaningful locations—from the barley fields of Scotland to the vineyards of Jerez and the oak forests of Galicia—coming together to create something truly extraordinary. The campaign took over major global landmarks, with breathtaking 3D billboards lighting up cities like London, New York, Las Vegas, Shanghai, and Tokyo. These immersive displays brought TIME : SPACE to life, turning each city skyline into a celebration of heritage, artistry, and innovation.
Experiential retail
For The Macallan, I helped develop an experiential retail toolkit that translated the campaign world into a cohesive physical experience across different time-and-space environments.
The challenge was to ensure that, regardless of footprint or location, every space felt unmistakably part of the same world while delivering an immersive, engaging, and educational experience.
I helped shape the narrative and consumer journey across large, medium and small-format spaces, defining how each touchpoint could attract, engage and guide consumers through the Core Collections and Six Pillars. From David Carson artwork and animated campaign screens to interactive Collection Walls, Postcard Walls, Gumball Machines and other playful experiences, each element had a clear role within the journey.
The resulting toolkit established a consistent framework for spatial storytelling, consumer interaction, and brand education, allowing the campaign to scale across Domestic and Global Travel Retail while maintaining a cohesive experience at every touchpoint.
A Postcard Wall featuring stacks of tear-off pieces showcasing David Carson’s dynamic artwork, layered like a vibrant block of Post-it notes. Each card is a unique artwork that reflects his signature design style. These stacks offer fun, educational insights into The Macallan, the Core Collections, and Carson’s creative process. Visitors can tear off a card to reveal engaging stories and details on the reverse.
By balancing functional utility with storytelling, each fixture reflects The Macallan's core principles and whisky journey, creating a compelling retail environment that invites customers to engage with our brand and its story.
