THE CHALLENGE:
Rather than romanticizing whisky, the opportunity was to tell the story already embedded in the place itself. The campaign needed to feel authentic to Oban’s character while creating a flexible system that could extend across advertising, social, retail and digital.
THE APPROACH:
As Creative Director, I led the development of the campaign platform, creative direction and production. Working alongside photographer Clark Tolton, we traveled to Oban, Scotland, documenting the distillery, its people and the surrounding landscape. Portraits of operators, environmental photography and details of the machinery came together in a photography-led system supported by a clear messaging framework.
THE OUTCOME:
The work repositioned Oban around its greatest strengths: authenticity, craftsmanship and a deep connection to place. Every execution reinforced the idea that exceptional whisky is shaped not only by time, but by the people and environment that make it possible.
Role
Creative Director
Agency
Verdes
* Brand strategy
* Creative platform
* Positioning
* Messaging
* Tone of voice
* Art direction
* Campaign system
* Photography direction
* Social strategy
* Website direction
* Production oversight