Bridging the past and future with a The Macallan rare whisky release

In honour of the distillery’s momentous 200th anniversary, we collaborated with The Macallan to create their most boundary-defying release yet, one that takes the consumers on a journey through time and space.

We captured this 200th anniversary milestone in the groundbreaking TIME:SPACE packaging design; made of two decanters, each representing the brand’s past and future.

The outer ring decanter holds an 84-year-old whisky, the oldest ever released by The Macallan, and the smaller central decanter contains the very first whisky distilled at the brand’s new distillery.

Only 200 units of TIME:SPACE were produced, with 1,000 units of TIME:SPACE Mastery, a more accessible expression in a uniquely made circular decanter symbolising the circle of life and the brand’s ongoing journey from the past to the future. These exclusive designs embody The Macallan’s heritage and dedication to innovation.

Bringing this vision to life, we created two animated hero films, one for TIME:SPACE and one for TIME:SPACE Mastery. We invited viewers into a red world of protective spikes inspired by the way nature shields its most precious elements.

We translated these films into a global OOH campaign, with consistency at every touchpoint going from Harrod’s windows to breathtaking anamorphic and animated billboards in London, New York, Shanghai and on the Las Vegas Sphere, creating enormous global impact for the brand.

Services: Packaging Design, Creative Direction, Content Production, Campaign Development