TimeSpirit

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.