Launching a luxury whisky and communicating its provenance in a way that is more modern, fresh and interesting than usual whisky comms.
Chivas created Ultis, their most precious whisky to embody the essence of their craft through five generations. So we brought to life the essence of those who helped make it - by turning their DNA into generative art.
The art works created became the stunning backdrops to the bottle to launch it across channels and in bar, whilst their innovation story was captured to appeal to the design/tech PR & editorial interest areas of the audience.
With digital artists FIELD, we developed an algorithm that would use the processed DNA of five Chivas craftsmen as data inputs to digitally reveal their unique individual qualities. Art that is literally them.
(See a compilation of the five generative animations below)
The artworks form luxurious campaign launch visuals across print, travel Retail, social and in bar motion graphics at launch events, while the algorithm that created them is being used to reveal the essence of event guests and key influencers around the world at local market level.
A documentary film and supporting assets that explain the project also form part of global launch toolkits that are specifically intended for editorial & PR partnerships.
Read more about how we did it here.
Films were directed by Jack Driscoll and Scott Carthy at Just So London.