The challenge in selling a $250 bottle of Scotch is to stir interest while remaining subtle and rarefied. Additionally, with the luxury target, setting out a challenge instead of spoon-feeding the concept is necessary building engagement. We worked with artists, Nick Thornton-Jones & Warren Dupries - whose work hangs in museums around the globe like the Tate in London - and they brought our concept to life with their own unique and artistic use of photo-abstraction. In essence, they made our brand a piece of art. Sales increased 30% in a market known for slow growth. The total campaign consisted of web, viral, art galleries, influencer events, and animated outdoor.