The Red Collection Special Edition was sold for £756,400 at auction at Sotheby’s London. Funds raised went to food charity City Harvest London, an initiative that brings food to families in need in London. When The Macallan Hong Kong featured the animated video on their youtube channel, it reached close to 800,000 views in the first week.
Javi Aznarez
Together with Spanish artist Javi Aznarez we threaded the stories of three key characters in the history of the distillery in red. The unmistakable personality of Javi’s art fits this beautiful release like a glove. His vision of what red means for The Macallan perfectly embodies the passion and the commitment to excellence that both the brand and the artist share.
The scenes
Nicola Benedetti
We challenged renowned Scottish master violin Nicola Benedetti to create the soundtrack for this release. Her interpretation of Tchaikovsky’s Op35 – recorded here for the first time for strings only – allows for a totally immersive film-like experience.
Auction edition
‘Red has a deep, long-standing significance for The Macallan, and having them ask me to reflect what red means to the brand was a privilege and a fascinating challenge’.
Client
The Macallan
Project
The release of the oldest The Macallan to date
Category
Animation, Illustration, Advertising
Year
2020
ILLUSTRATOR
JAVI AZNARES
