Luxury-specialized creative agency Potlatch and David Carson, one of the most influential designers of the modern era, have worked closely to reimagine the brand identity of The Macallan and the three core collections of the brand’s product range.
Big part of this campaign are the 32 key visuals you can see below associated with the 3 collections: Sherry Oak, Double Cask and Colour Collection.
In this campaign my role has been to conceptualize, and oversee how these key visuals evolve from static to animated.
My main focus was to properly translate the gridless, experimental and unconventional visual style of David Carson - characterized by freeform spreads, overlapping photos, and mixed fonts - in animation terms. The first decision being to use a lower frame rate than the standard and keep a kind-of analog feel to the movements without being too collage-style but instead relying more in brushstrokes and decomposing the artwork layers.
Below you can see some part of the conceptualization process in animation tests, storyboards, animatics and making of.
Various Styleframes Approaches
Animated Key Visual Storyboard for Double Cask 15Y
Double Cask Tasting Film Storyboard
Several screen recordings of the animation process
Animation Test
The results are 22 different animations with more than 600 crops and cutdowns in total. See below some of the final animations.
Music
Craig Armstrong
Animation Lead & Supervisor
Irene Miranda
Animators
Irene Miranda & Julio Salvador
Adaptations Animators
Oscar Nofre, Natalia Vilches & Sergi Martín