Glenfiddich x GQ – Maverick Campaign
ft. Matt Moran & Koichi Takada

In partnership with GQ and Glenfiddich, this campaign was created to inspire audiences to embrace the spirit of the maverick - the driving force behind Glenfiddich’s legacy of innovation.

At the heart of the campaign, renowned chef Matt Moran and architect Koichi Takada were profiled as modern-day mavericks - individuals whose bold, creative approaches mirror the pioneering ethos of the Glenfiddich brand. Their personal stories were brought to life through dynamic visuals and thoughtful storytelling that balanced quiet confidence with premium, aspirational design.

From editorial content and video production to digital assets, the campaign was crafted to resonate with GQ’s audience of modern tastemakers. The creative direction ensured a seamless integration of brand, personality, and message - from concept through to final delivery.

Published article Moran here

Published article Takada here

Director: Hugh Stewart

Discipline(s): Art Direction, Print, Digital, Outdoor, Social media, Online articles