In 2024, The Macallan celebrated its 200th anniversary. To mark this momentous occasion, the creative agency Potlatch worked with renowned graphic designer and typographer Alex Trochut to develop a logo that captured The Macallan’s extraordinary legacy and pioneering spirit, perfectly summed up in the idea of “200 Years Young”.

Pictoria was challenged to produce still and film assets to present the logo and explore the different concepts it encompasses. Given the multi-faceted story behind the logo, we chose to produce a stunning CGI film that would allow us to jump across time and space.

Guided by an AI-generated storyboard, our CGI team developed stunningly photorealistic 3D visuals showing the 200-year logo flowing and morphing into different materials and landscapes that represent key elements of The Macallan’s story. 

From Scotland to Southern Spain, the logo transforms from rolling hills to copper, wood, grapevines, barley, peacock feathers, and more, while simultaneously playing with elemental forces such as light, earth, and water.

The breadth of materials required both artistic vision and mastery of CGI and post-production techniques, and we complemented this with an original soundtrack for the film pieces.

Passion and craftsmanship are central to The Macallan, and we applied these same concepts to the production of this beautiful campaign.

Client: The Macallan
Artist: Alex Trochut