{"id":27006,"date":"2023-10-05T10:46:23","date_gmt":"2023-10-05T10:46:23","guid":{"rendered":"https:\/\/hillaryholt.com\/?post_type=project&#038;p=27006"},"modified":"2026-04-08T07:54:09","modified_gmt":"2026-04-08T07:54:09","slug":"the-macallan-colour-collection","status":"publish","type":"project","link":"https:\/\/hillaryholt.com\/es\/project\/the-macallan-colour-collection\/","title":{"rendered":"The Macallan Colour Collection"},"content":{"rendered":"<section class=\"bde-section-27006-100 bde-section\">\n  \n\t\n\n\n\n<div class=\"section-container\"><div class=\"bde-columns-27006-101 bde-columns\"><div class=\"bde-column-27006-102 bde-column\">\n  \n\t\n\n\n\n<div class=\"bde-rich-text-27006-103 bde-rich-text breakdance-rich-text-styles\">\n<h2>In late 2022, luxury whisky brand The Macallan brought together creative agency  Potlatch based in Barcelona and world-renowned American graphic designer David Carson, to create an identity for the release of a celebratory range: The Colour Collection, due to launch in late 2023. <\/h2><p>The release coincided with their logo refresh and collaboration with David Carson, who created over 200 original artworks in his signature style highlighting the colours, flavours and textures of the natural forces coming together to create an exceptional range of whiskies. <\/p><p>I contracted to Potlatch as an Art Director to generate ideas and produce mockups for the campaign launch. The brief was to find new ways of presenting the artworks and releasing the product, available only through global travel retail.  <\/p><p>The campaign concepts presented to the client explored different immersive ways to experience David Carsons work:<\/p><ul><li><p>Complete brand takeover of large scale travel spaces such as airport terminals, luggage conveyer belts, check-in counters, business and first class lounges and billboard advertising in and around the airport. <\/p><\/li><li><p>An exhibition in an exclusive gallery space, creating ways for viewers to interact with the artworks displayed on large scale light boxes using augmented\/virtual reality and large scale light projections. <\/p><\/li><li><p>Landscape installation in the vineyards of Jerez or The Macallan Estate.<\/p><\/li><li><p>The use of drone swarms, illuminating the night sky with the new brand.<\/p><\/li><li><p>User interaction with the artworks using AR technology. The user would interact with the bottles or packaging to unlock \"secret\" content on their smartphone. <\/p><\/li><\/ul><p>The solution was an interactive digital art exhibition touring from London, Los Angeles, Shanghai, Dubai and Singapore both at international airports and exclusive event spaces such as Somerset House. <\/p><p>Exhibition visitors were invited to embark on a guided journey through the gallery to explore David Carsons work inspired by The Macallan whisky making process. The artworks were showcased on large scale light boxes. Inside the 'Time Tunnel', visitors learnt about the maturation of whisky and the natural elements that come together to produce the colours and flavours of the collection, brought to life using Augmented Reality technology. The culmination of the experience was a whisky tasting with canap\u00e9s.<\/p><p>The artwork was also displayed on the packaging of the whiskies for consumers to take home from their travels. <\/p>\n<\/div>\n<\/div><div class=\"bde-column-27006-104 bde-column\">\n  \n\t\n\n\n\n<h2 class=\"bde-heading-27006-107 bde-heading\">\nCampaign Concepts\n<\/h2><div class=\"bde-gallery-27006-105 bde-gallery\">\n\n\n\n\n\n\n\n\n\n\n\n\n\n<div class=\"ee-gallery ee-gallery--isotope ee-gallery--masonry ee-gallery--single ee-gallery--lightbox ee-gallery-- ee-gallery--caption- ee-gallery--caption-none ee-gallery--ratio\">\n                  \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/Tube-advertising-station-domination-transport-media.jpg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"1000-500\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/Tube-advertising-station-domination-transport-media.jpg\"\n      width=\"1000\"\n      height=\"500\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/Tube-advertising-station-domination-transport-media.jpg 1000w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/Tube-advertising-station-domination-transport-media-300x150.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/Tube-advertising-station-domination-transport-media-768x384.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/Tube-advertising-station-domination-transport-media-18x9.jpg 18w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/Tube-advertising-station-domination-transport-media-600x300.jpg 600w\"\n                                sizes=\"(max-width: 1000px) 100vw, 1000px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n                \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/conveyerbelt-copy.jpg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"1158-646\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/conveyerbelt-copy.jpg\"\n      width=\"1158\"\n      height=\"646\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/conveyerbelt-copy.jpg 1158w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/conveyerbelt-copy-300x167.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/conveyerbelt-copy-1024x571.jpg 1024w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/conveyerbelt-copy-768x428.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/conveyerbelt-copy-18x10.jpg 18w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/conveyerbelt-copy-600x335.jpg 600w\"\n                                sizes=\"(max-width: 1158px) 100vw, 1158px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n                \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/check-in.jpg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"1204-792\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/check-in.jpg\"\n      width=\"1204\"\n      height=\"792\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/check-in.jpg 1204w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/check-in-300x197.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/check-in-1024x674.jpg 1024w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/check-in-768x505.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/check-in-18x12.jpg 18w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/check-in-600x395.jpg 600w\"\n                                sizes=\"(max-width: 1204px) 100vw, 1204px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n                \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/corridor1_V2.jpg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"2048-1279\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/corridor1_V2.jpg\"\n      width=\"2048\"\n      height=\"1279\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/corridor1_V2.jpg 2048w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/corridor1_V2-300x187.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/corridor1_V2-1024x640.jpg 1024w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/corridor1_V2-768x480.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/corridor1_V2-1536x959.jpg 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srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/5.jpg 1532w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/5-300x198.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/5-1024x675.jpg 1024w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/5-768x506.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/5-18x12.jpg 18w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/5-600x396.jpg 600w\"\n                                sizes=\"(max-width: 1532px) 100vw, 1532px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n                \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/1-copy.jpg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"790-526\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/1-copy.jpg\"\n      width=\"790\"\n      height=\"526\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/1-copy.jpg 790w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/1-copy-300x200.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/1-copy-768x511.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/1-copy-18x12.jpg 18w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/1-copy-600x399.jpg 600w\"\n                                sizes=\"(max-width: 790px) 100vw, 790px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n                \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/index.jpg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"1000-667\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/index.jpg\"\n      width=\"1000\"\n      height=\"667\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/index.jpg 1000w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/index-300x200.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/index-768x512.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/index-18x12.jpg 18w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/index-600x400.jpg 600w\"\n                                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https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/inspiration_skyline_exhibition_0-300x188.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/inspiration_skyline_exhibition_0-1024x640.jpg 1024w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/inspiration_skyline_exhibition_0-768x480.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/inspiration_skyline_exhibition_0-18x12.jpg 18w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/inspiration_skyline_exhibition_0-600x375.jpg 600w\"\n                                sizes=\"(max-width: 1440px) 100vw, 1440px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n                \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/dalispace.jpg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"1500-1000\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/dalispace.jpg\"\n      width=\"1500\"\n      height=\"1000\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/dalispace.jpg 1500w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/dalispace-300x200.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/dalispace-1024x683.jpg 1024w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/dalispace-768x512.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/dalispace-18x12.jpg 18w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/dalispace-600x400.jpg 600w\"\n                                sizes=\"(max-width: 1500px) 100vw, 1500px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n                \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/VR.jpg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"1374-1032\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/VR.jpg\"\n      width=\"1374\"\n      height=\"1032\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/VR.jpg 1374w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/VR-300x225.jpg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/VR-1024x769.jpg 1024w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/VR-768x577.jpg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/VR-16x12.jpg 16w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/VR-600x451.jpg 600w\"\n                                sizes=\"(max-width: 1374px) 100vw, 1374px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n        \n      <div class=\"ee-gallery-gutter\"><\/div>\n  <\/div>\n\n\n\n<\/div><h2 class=\"bde-heading-27006-108 bde-heading\">\nCampaign Execution\n<\/h2><div class=\"bde-gallery-27006-106 bde-gallery\">\n\n\n\n\n\n\n\n\n\n\n\n\n\n<div class=\"ee-gallery ee-gallery--isotope ee-gallery--masonry ee-gallery--single ee-gallery--lightbox ee-gallery-- ee-gallery--caption- ee-gallery--caption-none ee-gallery--ratio\">\n                  \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/macallan_4624-Large-e1693403917650-1.jpeg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"860-636\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/macallan_4624-Large-e1693403917650-1.jpeg\"\n      width=\"860\"\n      height=\"636\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/macallan_4624-Large-e1693403917650-1.jpeg 860w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/macallan_4624-Large-e1693403917650-1-300x222.jpeg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/macallan_4624-Large-e1693403917650-1-768x568.jpeg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/macallan_4624-Large-e1693403917650-1-16x12.jpeg 16w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/macallan_4624-Large-e1693403917650-1-600x444.jpeg 600w\"\n                                sizes=\"(max-width: 860px) 100vw, 860px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n                \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/MAcallan_COlourCollection_Somerset_4-1600x1066-1.jpeg\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"1600-1066\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/MAcallan_COlourCollection_Somerset_4-1600x1066-1.jpeg\"\n      width=\"1600\"\n      height=\"1066\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/MAcallan_COlourCollection_Somerset_4-1600x1066-1.jpeg 1600w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/MAcallan_COlourCollection_Somerset_4-1600x1066-1-300x200.jpeg 300w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/MAcallan_COlourCollection_Somerset_4-1600x1066-1-1024x682.jpeg 1024w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/MAcallan_COlourCollection_Somerset_4-1600x1066-1-768x512.jpeg 768w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/MAcallan_COlourCollection_Somerset_4-1600x1066-1-1536x1023.jpeg 1536w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/MAcallan_COlourCollection_Somerset_4-1600x1066-1-18x12.jpeg 18w, https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/MAcallan_COlourCollection_Somerset_4-1600x1066-1-600x400.jpeg 600w\"\n                                sizes=\"(max-width: 1600px) 100vw, 1600px\"\n                  >\n  \n  \n          \n                  <\/figure>\n      <\/a>\n\n                \n      <a class=\"ee-gallery-item ee-gallery-item--image ee-gallery-item--single\" href=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/tempImageIcYbtj-scaled-e1695036575534-814x1024-1.webp\"  data-sub-html=\"\" data-category=\"1\"                  data-lg-size=\"814-1024\"\n\n      >\n        <figure class=\"ee-gallery-item-figure\">\n                                    \n  \n  \n  \n  \n      \n      <img decoding=\"async\"\n      class=\"breakdance-image-object\"\n      src=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/tempImageIcYbtj-scaled-e1695036575534-814x1024-1.webp\"\n      width=\"814\"\n      height=\"1024\"\n      \n      loading=\"lazy\"\n                        srcset=\"https:\/\/hillaryholt.com\/wp-content\/uploads\/2023\/10\/tempImageIcYbtj-scaled-e1695036575534-814x1024-1.webp 814w, 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class=\"ee-gallery-gutter\"><\/div>\n  <\/div>\n\n\n\n<\/div>\n<\/div><\/div><\/div>\n<\/section>","protected":false},"featured_media":28132,"template":"","portfolio":[44,16,43],"acf":[],"aioseo_notices":[],"breakdance_json":{"tree_json_string":"{\"root\":{\"id\":1,\"data\":{\"type\":\"root\",\"properties\":[]},\"children\":[{\"id\":100,\"data\":{\"type\":\"EssentialElements\\\\Section\",\"properties\":{\"design\":{\"spacing\":{\"padding\":{\"breakpoint_base\":{\"bottom\":{\"number\":3,\"unit\":\"em\",\"style\":\"3em\"}}},\"margin_bottom\":{\"breakpoint_base\":null}}}}},\"children\":[{\"id\":101,\"data\":{\"type\":\"EssentialElements\\\\Columns\",\"properties\":{\"design\":{\"spacing\":{\"column_padding\":{\"breakpoint_base\":{\"number\":null,\"unit\":\"em\",\"style\":null}},\"container\":{\"margin_top\":{\"breakpoint_base\":{\"number\":4,\"unit\":\"em\",\"style\":\"4em\"}}},\"column_gap\":{\"breakpoint_base\":{\"number\":6,\"unit\":\"rem\",\"style\":\"6rem\"}}},\"layout\":{\"stack_vertically\":\"breakpoint_tablet_portrait\"}}}},\"children\":[{\"id\":102,\"data\":{\"type\":\"EssentialElements\\\\Column\",\"properties\":{\"design\":{\"size\":{\"width\":{\"number\":25,\"unit\":\"%\",\"style\":\"25%\"}}}}},\"children\":[{\"id\":103,\"data\":{\"type\":\"EssentialElements\\\\RichText\",\"properties\":{\"content\":{\"content\":{\"text\":\"<h2>In late 2022, luxury whisky brand The Macallan brought together creative agency  Potlatch based in Barcelona and world-renowned American graphic designer David Carson, to create an identity for the release of a celebratory range: The Colour Collection, due to launch in late 2023. <\/h2><p>The release coincided with their logo refresh and collaboration with David Carson, who created over 200 original artworks in his signature style highlighting the colours, flavours and textures of the natural forces coming together to create an exceptional range of whiskies. <\/p><p>I contracted to Potlatch as an Art Director to generate ideas and produce mockups for the campaign launch. The brief was to find new ways of presenting the artworks and releasing the product, available only through global travel retail.  <\/p><p>The campaign concepts presented to the client explored different immersive ways to experience David Carsons work:<\/p><ul><li><p>Complete brand takeover of large scale travel spaces such as airport terminals, luggage conveyer belts, check-in counters, business and first class lounges and billboard advertising in and around the airport. <\/p><\/li><li><p>An exhibition in an exclusive gallery space, creating ways for viewers to interact with the artworks displayed on large scale light boxes using augmented\/virtual reality and large scale light projections. <\/p><\/li><li><p>Landscape installation in the vineyards of Jerez or The Macallan Estate.<\/p><\/li><li><p>The use of drone swarms, illuminating the night sky with the new brand.<\/p><\/li><li><p>User interaction with the artworks using AR technology. The user would interact with the bottles or packaging to unlock \\\"secret\\\" content on their smartphone. <\/p><\/li><\/ul><p>The solution was an interactive digital art exhibition touring from London, Los Angeles, Shanghai, Dubai and Singapore both at international airports and exclusive event spaces such as Somerset House. <\/p><p>Exhibition visitors were invited to embark on a guided journey through the gallery to explore David Carsons work inspired by The Macallan whisky making process. The artworks were showcased on large scale light boxes. Inside the 'Time Tunnel', visitors learnt about the maturation of whisky and the natural elements that come together to produce the colours and flavours of the collection, brought to life using Augmented Reality technology. The culmination of the experience was a whisky tasting with canap\u00e9s.<\/p><p>The artwork was also displayed on the packaging of the whiskies for consumers to take home from their travels. <\/p>\"}},\"settings\":{\"animations\":{\"sticky\":{\"position\":\"top\",\"offset\":{\"breakpoint_base\":{\"number\":150,\"unit\":\"px\",\"style\":\"150px\"}},\"relative_to\":\"parent\"}}},\"design\":{\"size\":{\"width\":null}}}},\"children\":[],\"_parentId\":102}],\"_parentId\":101},{\"id\":104,\"data\":{\"type\":\"EssentialElements\\\\Column\",\"properties\":{\"design\":{\"size\":{\"width\":{\"unit\":\"%\",\"number\":75,\"style\":\"75%\"}}}}},\"children\":[{\"id\":107,\"data\":{\"type\":\"EssentialElements\\\\Heading\",\"properties\":{\"content\":{\"content\":{\"text\":\"Campaign 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