"Unlearn Whisky"

Only when you have mastered your art can you go beyond convention. This is at the heart of being a true "maverick".

Through a series of contrasting, enigmatic vignettes, ‘Unlearn Whisky’ presents different extremes that the human mind is capable of. It explores how embracing the rules you have mastered, and then rethinking them through experimentation, can lead to new ideas and progressive evolutionary change.

The film then resolves to show how mastering and "unlearning" the boundaries of beer and whisky production, has led to the creation of a radical new Glenfiddich whisky.

To bring the idea to life we explored arresting imagery not previously used in whisky advertising, challenging gender perception, the environment and extremes of love and hate. Quick cuts highlighted a balance between tradition and progress, and scenes featuring avant-garde music installations and crash zooms through space further expressed a highly distinctive, maverick brand world.