Bowmore Oyster Luge
Role
Art and design direction
Photography art direction
Promo video
Digital marketing content creation
Design direction
Toolkit
I set the visual direction for the project, defining a moody, elemental and taste-led aesthetic. Drawing inspiration from Islay’s landscape, I art-directed both film and photography using materials such as slate, stone, wood and copper, styled with salt, brine, and subtle imperfections to create an authentic, tactile feel.
The photography focused on appetite appeal through close-up, atmospheric details of oysters, whisky, and textures. Working with a video production team in Chicago, I shaped an explainer film with a two-part narrative: first, the story of Bowmore and its connection to oysters; second, a clear, step-by-step guide to delivering the ritual.
A cohesive suite of brand-aligned content including a hero film with cut-down edits, a photography library, and a venue toolkit designed for global use. Together, these assets translate the Oyster Luge from a serving method into a sensory, immersive experience.
The activation elevated the Oyster Luge into a distinctive brand ritual, equipping staff and venues with inspiring, practical tools while reinforcing Bowmore’s premium positioning and deep sense of place.
