Composing a limited edition book and exhibition offering a new way to discover The Macallan’s history

In the 200th anniversary of The Macallan, our objective was to mark the brand’s legacy with a launch forward. This is why we created The Heart of The Spirit.

This leather-bound, limited-edition book told 200 true stories from the brand’s 200 years. Each story was brought to life with a poem by Scottish poet laureate Jenni Fagan, and an illustration in the characterful style of Javi Aznarez, the illustrator behind Wes Anderson’s The French Dispatch.

Based on the success of The Red Collection, our first collaboration with Javi for The Macallan, we knew he was the right fit for the project.

We then transformed the poetry and illustrations from The Heart of The Spirit into a 20-minute projection-mapped installation at The Macallan Estate, and into a global VR experience for high-traffic luxury environments.

The campaign unfolded in international markets through immersive city takeovers and gallery-style activations. The story was extended into large-scale OOH, including 3D billboards in iconic locations such as Piccadilly Circus, Penn Station, and West Nanjing Road.

The campaign generated more than half a billion impressions worldwide, and a large majority of audience feedback praised it for its storytelling, artistic craft, and immersive quality. Originally planned as a six-month experience, the distillery installation was extended to 2026 due to overwhelming demand.

Services: Creative Direction, Campaign Development, Experiential Event Design, Artist Collaboration