CREATIVE DIRECTION | DESIGN & MOTION DESIGN | ART DIRECTION
THE LAUNCHOF A NEWKIND OF WHISKY
THE BRIEF
A new kind
of whisky.
The brief from Edrington UK was to create an unforgettable launch for Ardray, their new blended Scotch whisky. The event had to bring its unique story to life and offer guests a fresh perspective on the category.
Taking the brand values and history as a starting point, I created an overarching theme of refracted light. Scottish heritage and nature met the Japanese artistry of the creators in one immersive, shareable experience.
ON ARRIVAL
THE FIRST IMPRESSION
One of my first thoughts was to combine the entrance with a branded, shareable photo moment. The first round of mock-ups made the intention tangible, and the final experience brought people straight into the Ardray world.
IN THE ROOM
A REFRACTED
POINT OF VIEW
A three-sided LED pillar sat at the heart of the room, showing a looping Ardray film from every angle. It was designed to carry the brand story across the space while rewarding people who came closer.
TAKING IT HOME
A LASTING IMPRESSION
Artist Ella Baudinet created a bespoke live piece using the Ardray palette. Her work travelled into takeaway bags, bottle signings and digitally treated photography, giving every guest something personal to take away and share.
