Shots | Glenfiddich asks ‘Where Next?’ in striking new global campaign

The film was directed by Phillipe André and produced by Independent films, with CGI creation of the Stag and post-production by The Mill.
Press October 27, 2020

Glenfiddich has a history of growth by continually challenging itself to break new ground, setting paths that others follow and always asking Where Next?. It is this ethos that drives its reputation as the world’s most awarded Single Malt Scotch Whisky.

Space’s global campaign captures this essence with a film that explores the story of the brand’s well-known icon – the royal stag. Every year a stag loses its antlers, leaving it potentially vulnerable. But every year the antlers return, stronger than before. This natural cycle is a beautifully apt metaphor for the continual need for the brand – for everyone – to let down its armour and embrace risk in order to grow stronger, and constantly achieve.

The 30-second film opens in documentary style, the stag in its natural Highland habitat, telling us that every year it sheds its antlers, and during this time it faces uncertainty. In its newly exposed state, it ventures into a threatening and unknown cityscape. For the stag, it is fraught with danger, but we are told that only by embracing the unknown can it grow stronger.  The stag returns to its mountain top with a new set of antlers, to the closing words that ‘reaching the top is just the beginning’, inspiring us all to step out of our comfort zone and ask ourselves, Where Next? The film was produced by Independent films, with CGI creation of the Stag and post-production by The Mill.

 

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