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title: The Macallan Case Study | Vesper
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# The Macallan Masters of Photography

Annie Leibovitz Edition was The Macallan's third installment in its Masters of Photography series, created as a true collaboration between the brand and a photographer's perspective.

Annie Leibovitz captured four "Macallan Moments" in and around New York City, and those four images served as the creative anchor for four corresponding releases within a single, limited collection of 1,000 bottles. Each bottle retailed for $2,750, positioned squarely for collectors and luxury buyers.

The shoot featured actor Kevin McKidd, a Scottish actor born in Elgin near Speyside, whose connection to The Macallan was both personal and on camera. When he was 17, he worked at The Macallan distillery, one of his early jobs, which added an authentic layer to the story of bringing him back into the brand's world years later through Leibovitz's lens.

 

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###### Services

- Limited Edition
- Brand Marketing
- Commercial Strategy
- Public Relations
- Digital / Social Strategy
- Event Activation
- Integrated Paid Media

![Masters of Photography](https://vesperstudio.net/hs-fs/hubfs/raw_assets/public/vesper-apr-2025/images/templates/img-masters-of-photography.png?width=358&height=126&name=img-masters-of-photography.png)

### Limited Collection Packaging

### "The Skyline", one of four 'Macallan Moments' captured by Annie Leibovitz

### Four corresponding releases within a single, limited collection retailing for $2,750

### Integrated Paid Media Campaign

“I am the first colour photographer chosen by The Macallan for its Master of Photography series, prior to this I hadn’t realised how complicated and deep the distilling process is. That warmth and richness is what I tried to bring to the photographs. Kevin McKidd drove the imagery. Where Kevin comes from and his rugged good looks are what the photographs are all about. It wasn’t casting; it’s authentic.”

#### Annie Leibovitz

###### Service

- Brand Marketing
- Trade Marketing
- Social Media
- Public Relations
- Events
- Limited Edition
- Trade Marketing

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