Rankin and The Macallan collaborate to launch Double Cask 12 Years Old
The result is a film that blows all notions of a spirits commercial out of the water. Rankin brings his signature eye for modernity and thought-provoking storytelling to proceedings with visual aplomb.
More akin to a luxury fashion film than a traditional whisky advert, the director leads us down the rabbit hole into a surreal world that plays on our understanding and perception of doubles and identity.
Rankin: “The Macallan are one of the most forward-thinking and imaginative drinks brands out there. They’re never afraid to stand tall and be brave. It’s been fantastic collaborating with them again. They backed me all the way, impressively aware that their proud heritage is not something to be left to gather dust. It forms their future and they are striding boldly into that future”.
The game is afoot as the beautiful film flirts teasingly with both its audience and dark, mysterious undertones. It twists and turns effortlessly, subverting expectations as it leads us further into this playful world.
Whisky making is one part art, one part science; the fusing of flavours and techniques to make something that is perfected over time. Rankin delivers that sentiment in a visually stunning way, steering his film away from the literal into a Macallan blue bathed world of the unexpected and surprising.
It becomes greater than the sum of its parts, bringing together woven strands of mirrors, dissolves, overlays and transitions into one universe of sensual curiosity. A metaphor for the subtle layers of Double Cask’s flavour. All is not as you might expect before our hero emerges, victorious and expectant, to be greeted by a band of friends. Leading by top model Max Rogers from Soul Artist Management.
Ken Grier, Creative Director, The Macallan: “It has a contemporaneity, pace and striking visual appeal that sets it apart in the highly competitive world of international luxury spirits. I have always loved working with Rankin, ever since our first Masters of Photography project almost a decade ago. Like great Scotch whisky he just keep getting better and better as he matures”.
The ultimate whisky has been given the ultimate journey. A rollercoaster of dramatic and cinematic storytelling. We’ll drink to that.