Famed British photographer Rankin, well-known for his portraits of the late Queen Elizabeth, lately labored with Glendronach on its bold whisky rebranding undertaking. A Forbes article by whisky trade skilled Mark Littler takes a more in-depth have a look at Rankin’s involvement with the undertaking and provides an thrilling peek behind the scenes of main industrial pictures initiatives. The multimedia collaboration between Rankin and Glendronach contains nonetheless pictures and motion-based advertising and marketing supplies, as Rankin is not only a photographer, he’s additionally a director and filmmaker. It’s additionally not his first time working with a distillery, having labored with Macallan on its Masters of Pictures Rankin Version again in 2010. Per Forbes, Rankin cites his skilled whisky expertise and maybe his Scottish heritage — he was born in Glasgow however moved to England as a baby — as a driving drive for him getting the gig with Glendronach. Rankin tells Forbes that, having labored on whisky campaigns earlier than, he’d by no means seen an concept fairly just like the one Glendronach floated by him. He explains that in early communications with the whisky maker, he thought of their concept distinctive, visually beautiful, and able to interesting to new and seasoned whisky drinkers alike.
“I didn’t must have anyone clarify it to me. And I additionally doubled down and stated, ‘I feel when you do that nicely, it should simply be so stunning and really totally different throughout the class,’” the photographer explains. The ensuing marketing campaign is a dynamic video of a Spanish Flamenco dancer on the famed Glendronach distillery. The colourful crimson costume and Spanish aptitude are very totally different from the standard whisky advertising and marketing campaigns, which regularly depend on the rugged Scottish panorama and current a picture of toughness, custom, and Scottish tradition. That stated, Glendronach has an extended historical past with Spain, because the distillery matures its libations in Spanish sherry casks, together with Pedro Ximénez and Oloroso Spanish oak casks, hand-picked in Andalucía, Spain. Rankin says the costume was hand-made for this marketing campaign, and no element was neglected. He and his group spent a day and a half working solely on the liquid pictures for the marketing campaign. “The pictures have been handcrafted in the way in which the whisky is hand made,” Rankin tells Forbes. Picture credit: Rankin / Glendronach
