Fuel Your Imagination

Balvenie teams with Hearst UK to celebrate the art of making

The single malt whisky is partnering with Harper's Bazaar and Esquire to explore modern creativity across disciplines.

Nicola Kemp

Editorial Director Creativebrief


Craft is at the heart of a new campaign between single malt whisky brand the Balvenie and media giant Hearst UK.

The brand is bringing back ‘The Makers Project’ in partnership with UK Harpers Bazaar and Esquire. The campaign explores modern creativity across disciplines in a visual series around the theme of ‘trust the process’.

The series follows the journey of two sets of Makers at contrasting points in their creative journey and highlights the power of collaboration. It is inspired by The Balvenie’s Malt Master David C. Stewart MBE and co-creator Kelsey McKechnie, whose shared experiences and knowledge craft the distillery’s drinks. 

The Makers featured in the series include Tishk Barzanji, a celebrated visual artist, with work touching on the modernist and surrealist movement, Walter & Zoniel, an internationally renowned art duo, Joy Bonfield-Colombara, an artist and goldsmith working predominantly in noble metals and bronze and Adi Toch, an artist metalsmith exploring the vessel form and the life of everyday objects.

Renowned art duo, Walter & Zoniel, commented: “The main advice is just to keep making work. If you’re passionate about something it doesn’t feel like work. Keep making and keep making. Targets and these societal levels that people want to achieve – I need to be here or there – I think are irrelevant. Just keep making something you believe in, and if you believe in it, someone else will believe in it. It’s as simple as that.”

The campaign is running on Harper’s Bazaar and Esquire with a combination of long-form video, social edits, digital articles and display advertising. 

Sam Pinner, Senior Brand Manager, at The Balvenie UK, added: “Together with Hearst UK we have explored the idea of ultimate craftsmanship taking time, patience and dedication; recognising the beauty in the undone, focusing on the exchange of knowledge and experience that occurs from Makers collaborating and creating new ideas.” 

The Makers Project was first launched by The Balvenie in October 2021. 

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