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.
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
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