The Process

Step One
We began the process by exploring a range of creative concepts and developing moodboards that reflected the target audience: affluent whisky enthusiasts with a passion for Scottish heritage, craftsmanship, and the outdoors. These visual territories helped define the mood, tone, and storytelling opportunities for the campaign, establishing a clear creative direction rooted in luxury, authenticity, and the Highland landscape.

The moodboards also provided a curated library of reference imagery that informed our prompts. By identifying recurring themes, environments, materials, and lighting styles, we were able to create a consistent prompt structure that helped shape the final key visual.

Step 2
We generated a series of AI-powered concepts based on detailed prompts. Each prompt carefully described the desired setting, atmosphere, composition, and storytelling elements, enabling us to explore multiple interpretations of the Highland-inspired vision while maintaining a consistent creative direction.

To ensure the outputs remained faithful to the product, we incorporated reference imagery of both the Royal Lochnagar 26 Year Old Pursuits Edition bottle and its luxury leather carry case. This helped improve visual accuracy and consistency across generations, allowing us to create imagery that balanced imaginative storytelling with authentic product representation.

Creative routes

Rout One - The high point
Some things can only be earned. The ache in the legs, the cold in the cheeks, the particular satisfaction of standing somewhere that took all day to reach. A whisky aged 26 years understands patience. So does this view.

Route Two - Highland Stile
Not the destination. Not the beginning. Somewhere in the middle, where the landscape opens up and you take a pause. You find yourself in front of a view that's worth standing in, with a dram that's been waiting to be poured since you laced up your boots.

Route Three - Quiet Prestige
Nobody planned this exact moment. That's why it's perfect. The day did its work, the hills did theirs, and now there's nothing left to do but let it all settle and absorb the final moments of the day. Some evenings earn themselves without trying.

Choosen route

Refinement
Following client feedback and the selection of a preferred route, we used Pencil Workflows to refine the chosen concept, making targeted enhancements to elements such as lighting, composition, and environment while preserving the original creative intent.

Before moving into the final retouching stage, we used Pencil Sheets to create a series of detailed image plates, isolating and enlarging areas that required greater visual fidelity. This approach provided retouchers with high-resolution close-up renders featuring increased texture, detail, and realism, helping to elevate the final artwork while maintaining consistency across the overall image.