Private Cask Collection
Summary
I led the creative development of the Private Cask Collection launch for Berry Bros. & Rudd.
I directed, shot and edited the campaign film and photography.
The goal was to introduce the new Octave cask concept in a bold, modern way.
The final assets were used across the landing page, email and social channels.
Brief
This was a new offer for Berry Bros. & Rudd: a personalised, limited-edition whisky cask, one-eighth the size of a traditional butt, called an Octave.
The aim was to show the story behind these casks and what makes them unique, with a tone that felt more contemporary and confident than our usual wine-led campaigns. The video needed to:
Explain the Octave format and its flavour benefits
Highlight the option for personalisation
Emphasise the small, exclusive nature of the release
Feel dynamic and visually distinctive
It was created for the product landing page, social media and email launch.
My Role
I led the entire project as Art Director, Photographer and Editor, with creative and logistical ownership from concept through to delivery. This included:
Developing the visual concept and messaging
Creating the moodboard, storyboard and production documents (via Milanote)
Planning set design, lighting and shoot logistics
Directing the shoot (Felix and B-roll)
Shooting product and documentary stills
Handling full post-production (edit, colour grade, sound decisions)
Delivering social and web versions
Leading and delegating to the camera assistant
Coordinating with the team to source key production elements (VO, product props, animated bottle label assets)
I also wrote the initial video script, drawing on in-depth conversations with the BBR marketing team. This early version helped align everyone on the core message, identifying what we were selling, why it matters, and how we wanted to position it. The script was then handed over to the copywriter for refinement and final delivery.
Creative Approach
I wanted to move away from soft, classical wine visuals and create something more confident and editorial, while keeping it rooted in detail and craftsmanship.
My references included campaigns by Glenmorangie, Macallan and Fielden. I built the mood around warm tones, close textures, wood, copper and rich amber highlights. We used a music track with Spanish influence as a nod to the sherry casks used in the programme.
I designed the story to flow visually, with Felix’s voice guiding the film, not captions.
Production
We shot the film in two locations: a distillery near Edinburgh and the No.3 tasting room at BB&R. I directed the hero shots with Felix and filmed detailed B-roll capturing the production process and final casks.
I designed a warm, soft lighting setup that worked with the ambient conditions of the cellar. At the same time, I shot stills that matched the visual tone of the film.
Post-Production
I handled the full edit and grade, while the sound design was developed collaboratively, with final decisions on tone, balance and pacing signed off by me.
Key production decisions:
The full film runs just under 2 minutes, ideal for landing page use
A shortened cut for Instagram was developed in collaboration with the copywriter
Warm, contrasted grading focused on amber and dark wood tones
Smooth edit rhythm, driven by the voiceover narrative
Subtitled social versions prepared for vertical and square formats
Photography
Alongside the film, I shot a full suite of stills to support the campaign. These included product close-ups, documentary-style shots from the set, and portraits for marketing use.
The final selection featured a blend of digital images and medium format film. For the film shots, I used Portra 400 on a 6×7 medium format camera, chosen for its tonal richness and subtle grain, which complemented the crafted, heritage-led aesthetic of the campaign. These were used particularly for characterful portraits and quiet, ambient details.
Digital images were used where speed, flexibility, or animation prep (e.g. label movement) required precision. The mix created a tactile, layered visual identity for the campaign across print, digital and social platforms.
Closing Thoughts
Thanks for taking the time to read through this case study.
This was a rewarding project that brought together art direction, strategy, storytelling and hands-on production. I hope it’s been helpful to see how the campaign came together, and how I approach creative leadership across film and photography.
If you’d like to see more behind-the-scenes material or a presentation version, feel free to get in touch.