Brand hero image

Bowmore Oyster Luge

Role
Art and design direction
Photography art direction
Promo video
Digital marketing content creation
Design direction
Toolkit

Bowmore, a premium Single Malt Scotch Whisky from Islay, wanted to showcase its Oyster Luge ritual, a unique pairing of whisky and oysters, in a way that felt premium, evocative and rooted in Islay’s rugged spirit. The content needed to educate staff, inspire venues, and provide a toolkit to deliver the ritual consistently across bars and restaurants.

Deliverables: a hero film with short edits, a photography library and a venue toolkit for global rollout.

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Process

I set the visual direction -moody, elemental and taste‑led and art‑directed both film and photography. The shoot drew on slate, stone, wood and copper to mirror Bowmore’s landscape, styled with salt, brine and a touch of untidiness for authenticity.

The film followed a two‑part arc: first, the story of Bowmore and oysters; second, a clear step‑by‑step guide to the ritual. Photography focused on appetite appeal, using close‑up, atmospheric details of oysters, whisky and textures.


Result

The outcome was more than a how‑to guide it became a story of place, ritual, and taste. Bowmore gained a 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.

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El Tesoro: The Artisans’ Champion

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