Crafting social strategy for
The Macallan Brand Ambassador program
Developed the Instagram content strategy for The Macallan's Brand Ambassador Program, spanning three ambassadors across Miami, New York, and LA. For each city, we crafted a distinct storytelling lens, translating Macallan's heritage and portfolio through the cultural fabric of art, fashion, and local lifestyle unique to each market. The result was an aspirational ambassador identity that felt authentically rooted in place while staying true to Macallan's legacy, bringing the brand's history to life through the eyes of taste, culture, and craft in each city.
Miami
From Art Basel to The Setai's gastronomy scene to horse racing, each moment was a storytelling vehicle that wove Macallan's craft and heritage into Miami's art, food, and lifestyle culture through the eyes of Miami’s Macallan brand ambassador.
New York City
New York called for a different kind of storytelling, one rooted in the city's relentless energy and cultural grit. From gallery nights, Fashion Week, and the city's most coveted dining rooms to NY’s classic institutions, the brand became part of the city's ongoing conversation around food, style, and craft.
At the center of the LA strategy was the Macallan Villa, a private mansion tucked into the Hollywood Hills, accessible by invite only. Rather than chasing the city's public tentpole moments, we built a content strategy around exclusivity and mystique, using the Villa as the storytelling anchor for every piece of content. It became the backdrop for intimate gatherings, curated experiences, and a sense of discovery.