Mavericks is about recognising ordinary citizens as top innovators who have showcased a pioneering spirit, similar to that of founding distiller, William Grant. Three individuals were identified who shared this spirit and profiled through a series of short films to be featured on the Glenfiddich Mavericks website. We invited people to nominate a peer or submit their own story of innovation and creative thinking. The true Glenfiddich Maverick, Inga Gubeka, has had numerous successes since, and receives continued support from the brand.
ABOVE: LANDING PAGE
The microsite home page featured a cinematic background video loop of key moments from the profile films of the individuals. This was accompanied by an audio track containing spoken quotes from each of the Mavericks that played intermittently over a melodic and rhythmic beat from one of the profile films.
ABOVE: MAVERICK PROFILES
Mavericks were featured in a full screen vertical carousel with an editorial feel using pullquotes to further convey the message of what it means to be a Maverick.
A selection of still frames from the finalists' profile films. The films featured scenes of a typical day in the life of these individuals shot with high speed cameras for a slightly surreal feel, with each finalist narrating their story of what makes them a pioneer, their history and vision, and their definition of a Maverick.