DEWAR'S OOH CAMPAIGN
THE CHALLENGE
Dewar’s wanted to connect its “double aged” whisky story with a younger generation who value authenticity and resilience.
THE IDEA
We turned the aging process into a metaphor for life itself—spotlighting cultural figures who had faced adversity and emerged stronger, wiser, and more refined. Just like Dewar’s, they proved that true greatness takes time and pressure.
RESULTS
The campaign reframed whisky heritage for a new audience, elevating Dewar’s as not just a drink, but a symbol of resilience and craft that gets better with time.
ROLE
I led the creative concept and visual execution for Dewar’s billboard campaign, reimagining the brand’s double-aging process as a metaphor for resilience and personal growth. I oversaw art direction, collaborated on messaging, and crafted a modern, culturally resonant look that connected with younger audiences while honoring the brand’s heritage—positioning Dewar’s as a symbol of authenticity, strength, and refinement.