Client
The Macallan & Celler de Can Roca
Overview
Edition Nº2 marked a rare collaboration between The Macallan and the world-renowned chefs of El Celler de Can Roca. The ambition was to capture the artistry of whisky pairing with gastronomy, and to communicate it through a cohesive campaign that lived across visuals, workshops, and branded experiences.
Client
The Macallan & Celler de Can Roca
Industry
F&B
Service
Direction
Packaging
Collateral
Content
Campaign
The Challenge
The Macallan needed a campaign that could stand out globally while staying true to its heritage of craftsmanship. The collaboration with the Roca brothers demanded a concept that bridged two creative worlds, whisky making and culinary innovation, without diluting either identity.
The Solution
Working with Masters For You Agency, I developed a creative system that combined bold visuals with immersive tasting rituals. From campaign imagery to branded activations and workshops, every touchpoint was designed to express sensory luxury and highlight the shared artistry between The Macallan and El Celler de Can Roca.
The Result
The campaign redefined how luxury could be experienced, earning strong engagement across markets and laying the foundation for a long-term collaboration between The Macallan and the Roca brothers on subsequent products and experiences.
