In 2017, we took Raise The Macallan, the 12 market annual touring property, beyond a purely brand education event series and created an innovative experiential program that incorporated Steven Klein’s Masters of Photography iteration, Time Captured. Consumers embarked on a unique Macallan journey while being immersed in a scene from Klein’s wildest dreams.
The theme, Time Captured, dissects and explores time through the eyes of Steven Klein, where The Macallan is a fundamental part of the finished product. From the moment an oak tree was planted, to cask filling and maturation, time is the essence of each Macallan expression.