DEWARS
Stay Curious
For nearly 225 years, Dewar’s had built its name by bringing unexpected things together—from malt and grain whiskies to new cask finishes and cultures from around the world. Stay Curious turned that history of experimentation into a modern brand invitation: question what is familiar, follow the unexpected, and see what can happen when two seemingly different worlds meet.
Curiosity makes a better blend.
Rather than treating curiosity as an abstract message, the work made it something people could taste. The product stories, cocktails, and digital experience gave visitors multiple ways into the brand—whether they were longtime Scotch drinkers or simply looking for a smoother, more approachable place to begin.
Our IDEAUnexpected combinations of cultures, flavors, and traditions.
Let's Get Social
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Let's Get Social 〰️
Curiosity, Casted Accordingly
As Art Director, I helped concept the campaign and shape how Stay Curious came to life across its visual and social expressions. That included developing creative territories, helping cast the talent, shaping the styling and environments, and working with production to make each scenario feel polished without losing the spontaneity at the center of the idea.
Casting was especially important because curiosity needed to feel lived-in, not performed. We looked for personalities who could make exploration feel natural—people who brought their own style, energy, and point of view to the work rather than simply posing beside the product.
The Woman
Behind The Blend
separate B2B shoot centered Master Blender Stephanie Macleod and the Dewar’s team, giving the people behind the product a chance to speak directly about the expertise, experimentation, and collaboration that shape every blend.
The work had a different purpose and tone from the consumer campaign. Rather than leading with lifestyle, it gave trade audiences, partners, and industry insiders a closer look at the decisions behind the whisky—from balancing flavors and selecting casks to protecting the character of Dewar’s while continuing to evolve it.
I helped shape and art direct the shoot with Stephanie and the wider Dewar’s team, creating an environment that felt elevated and credible while still allowing their personalities and knowledge to lead. The goal was to make the craft feel accessible without simplifying it—and to show that behind every smooth pour is a team still curious enough to keep asking what else is possible.
A separate B2B shoot centered Master Blender Stephanie Macleod and the Dewar’s team, giving the people behind the product a chance to speak directly about the expertise, experimentation, and collaboration that shape every blend.
The work had a different purpose and tone from the consumer campaign. Rather than leading with lifestyle, it gave trade audiences, partners, and industry insiders a closer look at the decisions behind the whisky—from balancing flavors and selecting casks to protecting the character of Dewar’s while continuing to evolve it.
I helped shape and art direct the shoot with Stephanie and the wider Dewar’s team, creating an environment that felt elevated and credible while still allowing their personalities and knowledge to lead. The goal was to make the craft feel accessible without simplifying it—and to show that behind every smooth pour is a team still curious enough to keep asking what else is possible.
