David Carson Elevates The Macallan Whisky with Immersive 3D OOH

Luxury creative agency Potlatch has partnered with leading visual content specialists Not Just Any to create a landmark outdoor campaign for The Macallan’s recently released Sherry Oak Collection. Furthering the luxury whisky maker's strong and growing presence in the APAC region, the campaign will feature an initial run of five signature outdoor locations as part of a wider global product rollout.

Presented to passers-by in anamorphic 3D, the impactful animation features legendary designer David Carson’s signature layered and distressed-texture art style alongside glistening, larger-than-life product models in a mesmerising array of colour and movement before signing off with the campaign’s soon-to-be iconic tagline of 'You Know Me So Well'.

Commenting on the campaign David Carson shares, “What an amazing opportunity to work on these large mixed media pieces for The Macallan. We've been working together now for over six years, and this collection represents some of my favourite work . Combining collage, type, hand lettering, and even some of the ingredients that go into the making of the whisky, the craftsmanship, the humanness, the creativity and especially the authenticity of the brand were all aspects I tried to interpret and address in the compositions”

Brian Williams, creative director at Not Just Any comments, “It’s rare to meet or work with a formative hero. I collaborated with the legendary David Carson to bring his unique hand-crafted aesthetic to a digital platform for Macallan Whisky. Maintaining the hand-crafted visuals was crucial, and his approval reignited my awe for him from art school”

Graphis Magazine calls Carson "the reigning Picasso of the international graphic design community'' (2025) while Smithsonian institute magazine called Carson "one of America's most important artists'

Featuring his striking new visual identity the campaign is now running in high-traffic areas across APAC.