The Glenlivet @ Art Basel

The Glenlivet prepared to shift the longstanding stigma of scotch as a category.
The seed of this rebrand was a belief that progress comes from positive discourse - discourse that begins with breaking down assumptions.

In collaboration with the brand, I developed a multi-platform activation that, through the lens of statement-making cultural icons, aligned their vision of inclusivity to the pitfalls of today’s creative culture.