Purple crafts Glenfiddich campaign

The consultancy says that rather than creating the imagery in retouch, it decided to create individual elements for the photographs.

Purple was appointed by Glenfiddich owner William Grant & Sons and tasked with promoting the new Age of Discovery Madeira Cask and Bourbon cask – both 19-year-old single malts.

The consultancy says it created a ‘globe’ template to emphasise visual assets from each whisky’s carton. The images use a consistent compass motif, which Purple says, ‘evokes ancient maps and historical journeys’.

The ‘globe’ is a flat oak board, on which different wood cut elements were arranged for the photoshoot, to create a sense of depth.

The imagery also features the new bottle design, by Andy Robinson.

Gary Westlake, founding partner and creative director of Purple, says, ‘It’s been really good fun creating these images – poring over old maps and doing a bit of carpentry!’