A unique malt
Chivas Regal: The Essence by Field, UK

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.

Article/20490 cc5
Chivas Regal: The Essence by Field, UK

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.’

The Big Picture

Brands are translating complex sets of data into stylised visual forms to enable consumers to more easily understand and connect with statistical information. For more, see our Info-morphing inspire.

Discover More News
Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

News

Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

Ocado is reframing grocery shopping as an emotional experience with Shopping List Stories, a new campaign by Uncommon Creative Studio.
Food And Drink : Supermarket : Branding And Advertising
Foresight Friday: Alice Crossley, senior foresight analyst

News

Foresight Friday: Alice Crossley, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Ff : Lionesses
Stat: Netflix confirms anime watching is no longer niche

News

Stat: Netflix confirms anime watching is no longer niche

More than half of Netflix’s 300m global subscribers now watch anime, according to proprietary figures shared by the streamer.
Pop Culture & Media : Youth : Technology
The Faroe Islands bring back the joy of getting lost

News

The Faroe Islands bring back the joy of getting lost

As algorithm-driven travel fuels overtourism, a new initiative is challenging travellers to let go of planning and control.
Travel : Tourism : The Faroe Islands
Thai perfume brand Journal turns fragrance samples into NFC collectables

News

Thai perfume brand Journal turns fragrance samples into NFC collectables

Fragrance brand Journal is rewriting the rules of scent sampling with a wearable fragrance tester that doubles as a social connector.
Beauty : Fragrance : Technology
Stat: Survey finds hardening stances on office attendance are impacting UK staff wellbeing

News

Stat: Survey finds hardening stances on office attendance are impacting UK staff wellbeing

Hardening return-to-office mandates are fuelling anxiety among UK workers, with 38% reporting that media coverage of stricter attendance policies i...
Office : Workplace : Stat
Innovation Debrief 2025–2026 report goes live

News

Innovation Debrief 2025–2026 report goes live

Discover the top 50 innovations acknowledging, driving and anticipating change in our new Innovation Debrief 2025–2026 report. 
Innovation Debrief 2024-2025 : Future Trends 2026 : Cultural Foresight
Joe Wicks’ Activate turns movement into play for kids

News

Joe Wicks’ Activate turns movement into play for kids

Fitness trainer Joe Wicks is swapping live-action workouts for animation with Activate – a lively new series of five-minute fitness bursts designed...
Fitness : Health And Wellbeing : Gen Alpha
IKEA creates open-air library along the Seine in Paris

News

IKEA creates open-air library along the Seine in Paris

IKEA has unveiled the Billyothèque, a pop-up outdoor library transforming a stretch of Paris’s Seine riverbank into a space for slow, serendipitous...
Ikea : Reading Room : Reading Experience
Stat: US teens turn to AI companions for life advice

News

Stat: US teens turn to AI companions for life advice

A new study by Common Sense Media reveals that 72% of US teens aged 13–17 have tried AI companions, with over half now using them regularly.
Technology : AI : Stat
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN