Morning Studio was commissioned to create a digital content campaign promoting The Macallan’s pop-up exhibition in Hong Kong. The aim was to drive registrations and attendance for The Macallan Experience, held at the West Kowloon Cultural District’s Arts Pavilion from December 2022 through January 2023. Taking an approach that combined human storytelling with branding, Morning Studio produced two videos featuring Alan See, founder of haberdasher The Armoury, whose well-tailored style closely aligned with the ethos of The Macallan. These videos, created specifically for distribution via social media, showcased See’s personality and passions while also highlighting The Macallan’s premium branding.