Lagavulin Single Malt Scotch Whisky, the definitive Islay Single Malt, unveils Beyond the Smoke—a campaign designed to redefine perceptions of Scotch and inspire discerning whisky drinkers to explore the many dimensions that make the spirit legendary. While known for its iconic peaty character, Lagavulin transcends its signature smokiness, revealing layers of complexity beyond the taste profile for which it is known. Beyond the Smoke is an invitation to experience the whisky as a catalyst for curiosity, sparking exploration and igniting a path to discover the many ways to enjoy it.

 30’ Film

Visual World

The visual world and product shots were captured by New York based photographer, Nicholas Cope. Conceptually creating a smokey green haze for a visually striking brand world that compliments the warm amber of the liquid. The haze photographs are composed of layered photography, using simple vaseline on the lens to create the effect.

BTS

Senior Creative: Ethan Bennett

Senior Creative: Izzy Snellen

CCO: Sam Shepherd 

CSO: Steve Zaroff 

Senior Planner: Payal Pereira

Head of Design: Haider Muhdi

Senior Designer: Angelina Pischikova

Senior Designer: Ryan Hurley

Director: Mike+Jim

Production Company: Art Practice

Production Company Producer: Scarlett Barclay

Service company:  Radioaktivefilm 

DOP: Daniel Landin

Post production & VFX: Time Based Arts

Editor: Matt Shires

Music & sound: String & Tins

Photographer: Nicholas Cope