Watson’s work tells the story of the brand and the process from materials to product, from Spain to Scotland, in a series of photographs. It seems that the story itself was not glamorous or interesting enough so a young and catwalk-ready French couple come along for the ride and feature in many of the black and white platinum prints.
Watson is a world-renowned fine art and fashion photographer, but he has also created shots for hundreds of print and poster ad campaigns and has directed over 500 TV ads. It’s difficult, therefore, not to see this collection as merely a gun-for-hire brand exercise, despite the efforts made by both parties to draw parallels in the creative process of photography and whisky making.
But the work itself is very impressive. See for yourself here, or try and catch the prints at the various galleries involved in the project.