Created by fire 🔥

Fire possesses immense power and has the potential to cause disruption. However, it can also be harnessed as a creative tool. To introduce Ballantine's Hard Fired to new markets and cater to whiskey enthusiasts who appreciate authenticity and craftsmanship, we explored the unique method of charring casks used by Glasgow's coopers to produce smoky Scotch whisky. We then combined this with the artistic power of David Sena, a tattoo artist who utilizes fire to create his masterpieces and we commissioned him to craft a bespoke artwork for Ballantine's Hard Fired. This approach highlights the creative force that fire can be when properly controlled.

The launch of Ballantine's Hard Fired includes a primary film, as well as two additional behind-the-scenes pieces featuring the artist and coopers. Additional content will include various serving suggestions for social media and a visually striking key image for use in OOH and POS displays.