🛠️ About
- Role: Design Lead
- Toolkit: Figma, After Effects, Photoshop
🎯 The Objective
Using campaign elements, like graphics and rationales, enhances the user journey by providing adequate feedback; any animation should not be intrusive but undoubtedly emotional.
📰 Reference links
Folio 7: The Boffins Baffled 🥃
A beautiful and deliciously quirky interpretation of the story of Macallan's exceptional whisky.
The Macallan Directors of the time invited a party of scientists to unravel the story as to why The Macallan was so particular, but they were left positively baffled.
The objective was to use the campaign elements to create animations that could provide feedback.
Rational & Story telling
Loader: This campaign extract uses the concept of 'taking time' to become something exceptional and, in this case, load the experience. The loading bar becomes the bed of the characters. The whiskey casks sleep (actually, they age) for several months to awaken the senses through the whiskey experience.
Characters running: even thought it might look purely decorative, it's a call to pay attention to the video.
Error State: triggered when the user selected a wrong answer. Not only a warning message was perceived, but also an animation advising the user to amend the error.
Confirmation: A successful state, but this time celebrated with a toast. A way to connect something positive with something that's naturally human in celebrations.
Home Collection River Spey 2024🖼️
The second release in The Macallan Home Collection is a tribute to our extraordinary Estate, inspired by the natural beauty of The Macallan's birthplace and the River Spey.
The stunning painting on the front of the pack is the work of photo-realist artist Michelle Lucking, and captures the River Spey in its majestic winter beauty.
Rational & Story telling
This campaign's biggest challenge was establishing proper interactions without overwhelming them. How static paintings could add value to the experience beyond a branding point of view. The main idea was to transmit to the user the artistic sentiment that inspired the artist and leverage the landscape to make the paintings alive.
Dashboard: To hint to the user about the ballot theme, a subtle animation on one of the paintings was the mouth opening to trigger the experience.
Loader: inspired by the movement and the painting, the loader became a trace that allowed the user to discover a tiny bit of the paintings developed for the campaign.
Confirmation:
