Our brief was to create a publication and digital platform that would inspire Pernod Ricard marketeers to find new ways to promote their brands, by exposing them to the very bleeding edge of creativity from the worlds of art, design, photography, music, film, retail design and fashion.

Dimensions aside, we entirely redesign each new edition based on a current trend, movement or school of thought that emerges through the editorial.In Scalpel 2.1, interviews with experts and artists revealed a belief that Modernism was dead and the organic spirit of Art Nouveau was re-emerging. We represented this shift by combining the rigid grid and functionality of Modernism with 3D generated decorative type forms, best described as 'Modernouveauism'. Scalpel 2.2 offered a handmade issue of the authentic, the individual, and the crafted, in a nod to the artisan approach to culture and belief now at the leading edge.

Each issue features the opinions of guest ‘surgeons’. From Tyler Brule to Jefferson Hack, opinion formers and experts of the highest order have contributed their time for free. Collaborations are being formed between brands and incredible individuals that would not have previously found a platform on which to meet. This has contributed to some radical work emerging from Pernod Ricard. A Scalpel Award has been created to recognise the highest achievements of creative marketing within Pernod Ricard. Scalpel has become the North Star of a cultural shift within Pernod Ricard, leading to a more creative and progressive attitude towards marketing.