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Highland Park wanted to inspire consumers to gift their whiskies at moments of celebration. They asked us to create a suite of lifestyle photography to capture these important moments.
Together we developed the brief and selected key celebratory occasions to capture. Each occasion was a cultural connector to a regional target audience, Thanksgiving, Christmas, Lunar New Year, Anniversaries, Father’s Day and Mother’s Day.
We researched each occasion, especially those that were less familiar to our European team, taking in feedback and guidance from local market teams to ensure our scenes felt in sync with the actual celebration in their culture, and wasn’t built on tropes or stereotypes.
Over a four day shoot, we captured hundreds of images and cinemagraphs, covering Highland Park’s entire core range.
We created rich, authentic scenes for each occasion, built off our research discussions with the local market teams.
We developed food pairings that suited the occasion and Highland Park expression, working with chef and stylist Clair Irwin. Crafting recipes which complemented the Orkney whisky’s smoky sweet house style.
The recipes we developed later became content for the brand’s channels, helping to build on the food pairing proposition.
The global brand team were delighted with the huge bank of content we captured, with over 250 approved assets.
The content has been utilised across digital, print and experiential globally, driving sales and inspiring advocacy.
Client: Highland Park | Photography: Katie Blair Matthews | Videography: Simon Williamson