X MUSE Vodka

X MUSE is Scotland’s first blended barley vodka, honouring centuries of spirit-making traditions. In August 2023, the brand launched a limited edition release in collaboration with artist Pablo Bronstein.

I art directed the campaign shoot on-site at Jupiter Artland sculpture park in Edinburgh, capturing the bottle within its spiritual home – the Rose Walk by Bronstein. Inspired by the whimsy and playful “peek-a-boo” concepts of his work, the shoot sought to reflect that same sense of curiosity and delight, creating imagery that encourages audiences to explore both the product and its context.

Working within X MUSE’s existing brand style, I delivered a more dramatic and mystical interpretation for a new campaign announcing their Gastronomic Partnership with Chef Carlo Scotto. The images were published across social media and editorial outlets, including Evening Standard, The Independent, Esquire, Brummell, GQ, Financial Times, and Tatler, extending the reach and resonance of the brand while maintaining a sense of playfulness and discovery.