Work McQueen and the Violet Fog
All work
A bottle of McQueen and the Violet Fog handcrafted gin with a gold crown-and-eye emblem, set against a black background swirling with violet smoke, alongside the gothic gold McQueen and the Violet Fog logo, a gold crown, dark flowers and blackberries.

Project overview

McQueen And The Violet Fog

Handcrafted gin launch film

McQueen and the Violet Fog × Sovereign Brands

Brand film · Directing · Editing

Directed, produced and edited the launch film for McQueen and the Violet Fog, a small-batch gin from Sovereign Brands built on mystery and folklore rather than traditional gin heritage — the brand takes its name from a fictional character in an original poem, two stanzas of which appear on the bottle itself.

That storytelling carries through into the visuals: a gilded crown-and-eye emblem, heavyweight embossed glass and gothic type, staged against curling violet smoke, candlelight and regal props to give the spirit a dark, after-hours theatricality rather than a conventional London dry look.

The gin itself breaks from convention too — 21 botanicals, several vapour-infused through a copper basket alongside the more familiar juniper and citrus, giving it an unusually spiced, layered character that the film's tone was built to match.