In late 2011, The Macallan embarked on the third edition in The Masters of Photography series.
The team involved had one aim: to convey the emotional power of the brand. The challenge was to find a photographer who could capture this together with a character who possessed the authenticity and charisma to deliver it.
There could only be one photographer, Annie Leibovitz, unquestionably the most famous luxury and celebrity photographer in the world.
The second challenge was to find the perfect leading man; someone who intrigued and excited Leibovitz but at the same time, was right for The Macallan. The solution was Scottish actor Kevin McKidd, born in Elgin, just 14 miles from The Macallan Distillery. As a young man, McKidd worked for Lumsden’s, coppersmith on the Macallan stills themselves. “Having worked at The Macallan distillery in my youth I remain a Macallan drinker to this day so to be asked by The Macallan to be part of this campaign was a huge honour. Annie Leibovitz is a living legend so to be photographed by her is a once in a lifetime experience.”
Now a TV and film star, the logical place to shoot Kevin was in and around the most glamorous city on earth, New York.
The shoot comprised four shots in extraordinary locations, each depicting a Macallan moment.
A limited edition of 1,000 bottles, four one-off single cask whiskies from The Macallan were each paired with a specific image that graces the bottle itself. Unique and specially commissioned, these four powerful Annie Leibovitz images embody a depth of feeling captured expertly on the shoot.
“Kevin McKidd drove the imagery. Where Kevin comes from and his rugged good looks are what the
photographs are all about. It wasn’t casting, it’s authentic.”