Ewan McGregor:
A brothers’ guide
to Scotland
CONTENT & EDITORIAL
For this special episode in Expedia’s ‘Local Lens’ series, we followed Ewan McGregor and his brother Colin through the Scottish Highlands, revisiting the landscapes that shaped them.
Created to support a larger brand moment for a Northern Lights campaign, the story led them on an unexpected journey to witness the phenomenon in Scotland, a place few would expect to see them.
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Associate Creative Director
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Expedia, an Expedia Group brand.
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Executive Creative Director — Eden Keane
Film Director — Stuart McIntyre
Photographer — Iris Humm
“Whoever made the world started with Scotland, got it right.”
— Ewan McGregor
‘Local Lens’ was an original content series conceived for Expedia, built around a simple idea. The best way to know a place is through the eyes of a talented local.
The hero YouTube film became the foundation for an interconnected content ecosystem, extending the story across Expedia Magazine, organic social, demand generation campaigns and platform-specific executions, including Apple and Netflix pause ads.
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Conceiving the idea and series format
Shaping the narrative and creative direction
Briefing talent and directing on location
Researching places itinerary and experiences
Defining editorial tone, music and story
Adapting content across channels and audiences
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Creative concepts and series frameworks
Films, photography and editorial assets
Multi-platform content ecosystems
Final edits, audio and post-produced deliverables
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Content lives on Expedia Magazine, where audiences can explore and book the featured destinations and experiences through a 'shop the show' model that converts storytelling into measurable demand and booking uplift.
