CREATING A PREMIUM UNIVERSE FOR THE SHELVES OF EVERYDAY RETAIL.

For the Glenfiddich core range, designed for large-scale retail, the goal was to create a universe that is premium yet accessible. I built a bold aesthetic in which young people pose with the product or interact with it, captured through a wide-angle lens that gives each scene a monumental, almost statuesque presence. Extensive pre-production work made it possible to adapt the campaign for European, Asian and Nigerian markets, and for different types of celebration, while keeping a single, instantly recognizable identity.

Role _ Concept, creative and art direction
Agency _ Digital Luxury Group