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The Macallan Ad by Nick Veasey Goes Undersurface

By: Ana Lopez - Published: • References: nickveasey & coolhunting
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. Stats for X-Ray Booze Campaigns Trending: Older & Average
Traction: 2,538 clicks in 154 w
Interest: 2.4 minutes
Concept: The Macallan Ad By Nick Veasey
Related: 40 examples / 31 photos
Segment: Neutral, 18-55
Comparison Set: 15 similar articles, including: creative whiskey canteens, x-ray art, and x-ray photography.