When Glenfiddich launched ‘Fire & Cane’ – a peated single malt finished in latin rum casks – they wanted a campaign which pushed creative boundaries. Space approached Jonathan Knowles and Bomper to create visuals that drive desire for it’s unique flavour profile. Innovative liquid photography was used to showcase the smoky and sweetness whilst CGI organic sugar crystals were created, using lighting to capture the caramels and oranges of the liquor. The end result is a beautifully crafted and visceral campaign which brings to life the brand’s maverick spirit and get under the skin of new drinkers and whiskey advocates alike. The global campaign launched across social, and kicked off with a 5-second teaser video. It will also feature short-form AV assets, Out of Home and print, with interactive social assets such as Facebook canvases and Instagram polls, as well as experiential and sampling.