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 - moody, elemental and taste‑led and art‑directed both film and photography. Both shoots drew on slate, stone, wood and copper to mirror Bowmore’s landscape, styled with salt, brine and a touch of untidiness for authenticity. The photography shoot focused on appetite appeal, using close‑up and atmospheric details of oysters, whisky and textures.
Working with a video production team in Chicago, the explainer video followed a two‑part arc: first, the story of Bowmore and oysters; second, a clear step‑by‑step guide to the ritual.
The outcome was more than a how‑to guide it became a story of place, ritual and taste. Bowmore gained cohesive, brand‑aligned visual content for the Oyster Luge, inspiring staff and equipping venues with engaging tools. The activation elevated the ritual into an immersive brand experience as distinctive and premium as the whisky itself.
