Andrew Scott Returns to SXSW With Redbreast’s ‘Unhidden’ Filmmaker Award

Redbreast Irish Whiskey is doubling down on its support of filmmakers with Andrew Scott.

The Irish whiskey brand has returned to the SXSW Film & TV Festival with the second edition of "Redbreast Unhidden."

It's a global initiative designed to spotlight emerging short filmmakers and their work.

Debuting last year, the platform continues to focus on discovery, giving promising directors a chance to move from festival screenings to a wider audience.

At the center of the initiative is Scott, who is expanding his involvement in 2026.

The BAFTA-winning actor now steps in as Executive Producer for the upcoming project of the Redbreast Unhidden Award winner.

The award itself is also now an official SXSW honor, recognizing one filmmaker from a shortlist of standout short-film finalists participating in the festival.

The winner receives a project grant sponsored by Redbreast, along with creative support to help develop their next project.

“Short films are where so many bold, original ideas begin, and are often where emerging filmmakers find their voice,” Scott shared in a statement.

“It’s a privilege to be part of Redbreast Unhidden to help discover those stories, and I’m excited to support this year’s winner as their work moves out into the world.”

The program's debut in 2025 shone the spotlight on its inaugural winner, Andy Reid, who made the short film "Brief Somebodies."

As an award for winning, the recognition gave the filmmaker funding and resources to move forward with a new project.

For this year's edition, Scott curated a shortlist of five finalists drawn from SXSW’s pool of submissions. The selected films include:

• "Can I Put You On Hold" by James Cutler
• "Visitors" by Cali “Minnie” Schedeen
• "We Were Here' by Pranav Bhasin
• "Imago" by Ariel Zengotita
• "Winter Ceremony" by Sidi Wang

The films span multiple genres, from drama and comedy to horror.

They also explore themes like identity, intergenerational conflict, and belonging.

“SXSW has always been about discovery and championing new voices that push the art of filmmaking forward,” Francis Román, senior film & TV festival programming manager at SXSW, said in a press release.

“With the return of Redbreast Unhidden, we’re proud to continue spotlighting exceptional short filmmakers whose work reflects bold storytelling.”

The 2026 winner will be announced at the SXSW Film & TV Awards on March 18.

How Redbreast Shows Up at SXSW

Redbreast is also turning the festival into a physical experience for filmmakers and attendees.

One of the central brand activations is the "Unhidden Showcase," where festivalgoers can watch the "Sherlock" actor's curated collection of short films.

The showcase serves as a public screening hub that invites visitors to discover emerging directors alongside industry professionals.

The brand is also hosting the "Redbreast Unhidden Bar," a speakeasy-style space designed as a gathering point for creatives attending SXSW.

The venue offers Redbreast cocktails, music, and informal networking opportunities for filmmakers, producers, and festival guests.

Additional executions across Austin will encourage attendees to explore the festival through the lens of discovery.

The initiative ties back to the brand’s wider “Quite the Find” campaign, which frames the experience of discovering hidden creative talent in the same way one might discover a distinctive whiskey.

Why Redbreast’s Andrew Scott Partnership Makes Sense

The program positions Redbreast in the middle of the film industry conversation while utilizing celebrity marketing via Andrew Scott to add credibility and reach. Here, we learn that:

• Celebrity partners with real creative roles, which can strengthen credibility and extend campaign reach when talent participates beyond traditional endorsements.
• 87% of consumerssay live experiences feel more memorable than traditional ads, reinforcing how activations can anchor a sponsorship in physical spaces.
• Creator grants and awards tied to campaigns help brands build cultural credibility by supporting emerging talent beyond the initial promo platform.

Redbreast is one of many accelerating brands that are part of the Pernod Ricard portfolio, which reported an annual revenue of $11.934 billion in 2025. 

Our Take: Can a Whiskey Brand Become a Film Patron?

Nothing about this effort screams "ad," and that's why we think it works so well. 

Redbreast is choosing to play a big role in discovering new and upcoming talent.

Film festivals are crowded with sponsors, but not many of them actually help create the work being shown. 

And in funding the next project, Redbreast both hosts and participates in the growing filmmaking ecosystem.

Programs like this build stories people want to repeat.

In other related news, Aviation American Gin has once again brought co-owner Ryan Reynolds to the front of the camera to push its first-ever flavor concoction. 

Brands targeting audiences with creative campaigns need agencies that understand cultural timing and generational spending patterns. Explore the top creative agencies in our directory.