The project began with DNA swabs, taken from the lip-prints of five tasting glasses. We then partnered with digital artists FIELD to create a series of generative artworks using the craftsmen's DNA as a data source. Their essence would be visualised using an algorithm. Early experimentation revealed some interesting shapes but we eventually landed on a twisting helix form, the base animation for their human code to infiltrate.
The artworks were used in print and motion assets across all channels, the algorithm that created them is being used to reveal the essence of guests at various launch events around the world.
The final reveal was to present the artworks back to the craftsmen who supplied the original DNA. To do this we created an installation using five holo gauze projection screens, sat amongst a sea of whisky glasses representative of the Chivas inventory, the millions of malts that were tasted but didn't make it into the final ultimate blend.