Prima & Ultima

Diageo's Prima & Ultima collection showcases a series of unique whiskies, the first and last of their kind, from eight of their beloved brands. This collection embodies the values that Diageo's Rare & Exceptional team strives for - excellence in quality, provenance, and expert craftsmanship and selection. For the third release of the Prima & Ultima collection, Where Giants Roam was tasked with creating the visuals. The client briefed a premium and natural setting that would tell the story of each whisky and brand. To accomplish this, Where Giants Roam collaborated with branding agency Heart & Feints and brought their vision to life through a suite of images and animations. Where Giants Roam created a large stone plinth with organic textures for the bottles to sit on, symbolising the meticulous curation of these whiskies. The rock was situated in a crisp studio/gallery environment, allowing it to take centre stage and be the main focus. To represent the provenance of each brand, Where Giants Roam worked with Heart & Feints to incorporate subtle nods in the form of objects that discreetly sit within the rock. These details ranged from a feather to represent the angel’s share story for Royal Lochnagar to a fossil of Brora’s wild cat paw print, adding intrigue to the scene. The lighting was designed to be consistent across all imagery and animation, except for one animation that needed to tease the collection without revealing the year. The dramatic lighting and movement alluded to the passing of time, an essential element of any great whisky. The hero animation maintained the drama, working to showcase the brands featured, the ages of the whiskies and ensure every detail, including the liquid colour, was true to life. The suite of individual bottle key visual images allowed Where Giants Roam to showcase each brand and the details of the whisky bottle, while the main group key visual acted as a flexible asset to summarize what this collection means to the people who created it and Diageo’s luxury audience. Sound design was also commissioned to further enhance the impact of the animations.