Turning The Macallan Diamonds Are Forever 55th Anniversary release into a cultural moment.

Following the success of The Macallan's James Bond 60th Anniversary Collection, the 55th anniversary of Diamonds Are Forever was a chance to create a genuine campaign and launch event that resonated with The Macallan collectors.

Taking the film’s theme of nothing being what it seems, we crafted a visual and narrative architecture for our campaign based on the diamond, with its many facets. We developed this theme across the Hero Film and Key Visuals, product retail visibility, and a VIP launch experience.

Over three exclusive evenings, The Macallan Villa in Los Angeles was transformed into an immersive world inspired by Diamonds Are Forever.

Every facet of the whisky's story was concealed across a series of bespoke rooms and guests were tasked with uncovering its secrets.

Each discovery led to the next, until the final one: the reveal of the whisky. Hidden in plain sight and presented on a large, faceted, reflective plinth, the spectacle of the reveal created a photographic moment that carried the launch beyond the evening.

Services: Creative Direction, Campaign Development, Experiential Event Design, Retail Launch