Glenfiddich x GQ – Profiling Modern Mavericks in Food & Design

Campaign Strategy

Led creative development for Glenfiddich’s partnership with GQ — a campaign celebrating innovation through the lens of two Australian visionaries: chef and restaurateur Matt Moran, and architect Koichi Takada. Oversaw campaign direction, video production, and editorial content, aligning brand values of boldness, refinement, and creativity with personal storytelling.

Campaign Purpose

At the heart of Glenfiddich’s global brand ethos lies the spirit of the maverick — those who challenge norms, take risks, and redefine their fields. This campaign translated that spirit into two authentic Australian stories. Matt Moran and Koichi Takada were cast as modern pioneers in their industries, each driven by a desire to push creative boundaries and build legacies through their craft.

Editorial & Visual Execution

The campaign was executed with cinematic visuals and grounded narratives — portraying each talent in environments that reflected their world: the kitchen, the studio, the city. The storytelling balanced polish with intimacy, appealing to GQ’s audience of modern tastemakers. The visual language remained premium yet honest, evoking Glenfiddich’s distinct balance of refinement and authenticity.

Cross-Platform Rollout

Content included editorial profiles, short films, and animated campaign assets featured across GQ’s digital and print platforms. Visuals and tone remained consistent across touchpoints, ensuring a seamless integration of Glenfiddich’s brand identity with GQ’s lifestyle authority.

Published article Moran here

Published article Takada here

Director: Hugh Stewart

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