A unique malt

London – Chivas has launched its first blended malt whisky with a campaign that translates the participating distillers’ DNA into a series of abstract artworks.

• The brand collaborated with digital art and design studio FIELD to create the generative art pieces
• ‘We designed a system that can change the form, appearance and animation of its output based on our genetic differences’ – Marcus Wendt, creative director, FIELD

The generative art campaign visualises the essence of the five participating distillers, whose combined single malts make up the new Chivas Regal Ultis blended whisky.

With their flowing, liquid-like visuals the campaign videos allude to the mixing of the different types of whisky and highlight the unique characteristics of the people behind the product. The DNA profiles of distillers Euan Henderson, Robert Vincent, Sandy Milne, Colin Scott and Kevin Reid are captured in a series of captivating moving images that vary in colour, texture and shape.

‘We wanted to create an organic, poetic representation of each of the craftsmen, who are the data source for the artworks,’ says Wendt. ‘The vast majority of our DNA is identical in every person, but around 0.1% of that genetic make-up is what makes us all different.’