New advertising campaign to promote the launch of Glenfiddich Grand Cru across the USA. The campaign breaks away from the traditional imagery of Scotch using Grand Cru’s decadent black and gold palette, an effervescent firework burst and borrowing from traditionally French celebratory language. The campaign features print and digital ads as well as major OOH executions focused on Los Angeles and New York City. I developed a few concept ideas and executed them for the proposal. It was then translated onto walls by artists in iconic sites across Manhattan and displayed on the Express Times Square screens.