Ideas
Explore the world's #1 largest database of ideas and innovations, with 460,503 inspiring examples.
Trend Reports
Discover why 1,240 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 321,097 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 1,240 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 321,097 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Articles & Magazine
Get inspired with our 4,210 innovation strategy articles, keynote, videos and innovation tools.
Innovation Awards
Trend Hunter’s Innovation Strategy Awards recognize the best innovation tactics gathered from our interviews with some of the world's most notable business leaders, authors and change makers.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Innovation Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
FuturistU
Prepare for the years ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Innovation Books
Join 20,000,000 people getting better and faster with our New York Times Bestselling books and keynote videos.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Custom Masterclasses
Join the world's leading brands who leverage our custom programs to accelerate innovation.
FuturistU 5-Day Program
Become a Futurist with our immersive 5-Day program at Future Festival World Summit.
Online eLearning
Learn the fundamentals of futurism and trends with 100+ online courses about innovation.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
Follow-Us
Join our 3,500,000 social media followers, on the cutting edge.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our in person events.
Free Webinars
Learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 460,503 cutting edge ideas.

X-Ray Booze Campaigns

The Macallan Ad by Nick Veasey Goes Undersurface

— November 11, 2011 — Tech
The Macallan Ad by Nick Veasey captures the essence of the alcoholic drink by shooting all the elements that characterized whiskey and the company with an X-ray machine. In order to advertise its signature Sherry Oak 12 Year Old bottles for the 2011 holiday season, the company decided to approach the British photographer, who is well-known for his capturing the world with this kind of camera.

The result for the campaign is captivating, as it gives a certain elegance and pureness to the brand. He shot stills, droplets, casks and homes, all under the invasive device which gives the the photos an intense silver look. He explains his work in an interview for Cool Hunting, “The house and the water droplet were particularly challenging to shoot. X-raying a house is not simple, nor is X-raying a moving drop of water. My x-ray equipment is not portable so we had to create these images in my X-ray lab.”

The Macallan Ad by Nick Veasey shows the photographer’s 20 years of experience in the field and reflects the deliciousness of the drink.
Trend Themes
1. X-ray Marketing - Using X-ray technology to advertise products in a unique and captivating way.
2. Innovative Product Photography - Exploring new ways to showcase products using creative and unconventional photography techniques.
3. Pure and Elegant Branding - Creating a brand image that emphasizes purity and elegance through visually stunning and unique advertising campaigns.
Industry Implications
1. Alcoholic Beverages - Using X-ray technology to create captivating and innovative advertising campaigns for alcoholic beverage brands.
2. Product Photography - Exploring new and creative ways to showcase products using unconventional photography techniques to enhance branding.
3. Luxury Goods - Creating visually stunning and unique advertising campaigns that emphasize the purity and elegance of luxury goods like high-end alcoholic beverages.
3.8
Score
Popularity
Activity
Freshness