MUSE Platinum

2025

TimeSpirit

Entrant Company

Master For You Agency

Category

Branded Content - Partnership

Client's Name

The Macallan

Country / Region

Spain

To commemorate its 200th anniversary, The Macallan looks to the future, envisioning the next two centuries. To bring this vision to life, the brand partnered with the renowned Roca brothers of El Celler de Can Roca, twice named World’s Best Restaurant, to craft a one-of-a-kind innovative menu.

Brief:
We aimed to envision the future of gastronomy and create an immersive experience and a concept that would serve as the foundation for a groundbreaking campaign.

Objectives:
• Develop a 16-course menu to redefine the future of cuisine with revolutionary techniques never achieved before.
• Showcase the TimeSpirit menu as a tribute to The Macallan’s innovation and heritage.
• Create a visually stunning, sci-fi-inspired journey through time, blending haute cuisine with cutting-edge creativity.
• Reinforce The Macallan’s position as a brand pioneer.

The execution:
To bring TimeSpirit to life, we transported audiences through a breathtaking time travel menu. Blending cutting-edge CGI with high-end tabletop cinematography we presented an experience that merged digital reality elements with real-world imagery, creating a seamless fusion of innovation and artistry.

We presented 16 groundbreaking dishes and techniques like edible paper using a 19th-century book-binding press, capturing them in two separate shoots. The Roca brothers, acting as our guides, immersed audiences in this extraordinary journey, blending scientific precision with culinary mastery. Working with a top-tier CGI team, we designed more than 16 futuristic backgrounds and developed a visually stunning time tunnel that guided viewers into The Macallan’s future.

Every element was designed to push the boundaries of storytelling and gastronomy, resulting in two awe-inspiring launch events to taste the menu for real in Scotland and at El Celler de Can Roca in Girona, Spain.

Credits

Creative Director
Jordi Mundells Duran
More Platinum Winners
Website
2025
MUSE Advertising Awards - Holden Ellis: We Make People Curious

Entrant Company

Holden Ellis

Category

Website - Design / Web Agency

Country / Region

United States

Experiential & Immersive
2025
MUSE Advertising Awards - YouTube Festival 2024
Google Germany

Entrant Company

insglück Gesellschaft für Markeninszenierung mbH

Category

Experiential & Immersive - Business to Business (NEW)

Country / Region

Germany

Event
2025
MUSE Advertising Awards - Polaris RANGER XD 1500 Launch

Entrant Company

Media Loft

Category

Event - B2B

Country / Region

United States

Audio
2025
MUSE Advertising Awards - The Pan Am Podcast
Pan Am Museum Foundation

Entrant Company

Pan Am Museum Foundation

Category

Audio - Podcast

Country / Region

United States

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy