Bold Whisky, Unexpected Spark
To launch Fire & Cane, a bold, smoky-sweet single malt in Glenfiddich’s experimental whisky series, we collaborated with creative agency Space to produce a visually striking drinks advertising campaign that challenges expectations and celebrates innovation in premium spirits branding.
The campaign’s concept, “Question Convention. Spark the Unexpected,” drove the creative direction across film, stills, and digital content. At the heart of the work is a 20” television commercial that unfolds in reverse, moving backwards through elemental visual effects to reveal the moment of creation. Underwater smoke evokes the whisky’s campfire smokiness, while in-camera shots of sugar crystallisation bring its toffee sweetness to life. Every shot was crafted practically, using high-end cinematography and in-camera techniques to reflect the authenticity of the Glenfiddich brand.
Supporting the TV spot was a bold campaign poster and a suite of social media content, including Facebook Canvas, Instagram Stories, and Boomerangs; each highlighting the distinctive character and craft of Fire & Cane whisky through stunning visual storytelling.
