As Head of Creative at Dog, I conceived and produced the social content to launch The Macallan Double Cask range globally. The campaign had to do two things at once: introduce the range to new audiences while deepening the connection with existing fans. That dual objective shaped every creative decision.

I led with product-first content at launch, holding Steve McCurry's photography in reserve to carry the storytelling once awareness was established. It was a deliberate sequencing call, and it gave the campaign a clear narrative arc. The content ran through teaser, announcement and amplification phases, and I created a campaign lockup combining The Macallan's marque, the Double Cask range identity and McCurry's signature to anchor consistency across global markets.

The work transformed the brand's social presence during the most important product launch in their 2020 calendar.