Chivas Regal
New Worlds
CGI social films
2025
— Chivas Regal has three icons. Three worlds crafted to capture a generation.
As part of a brand refresh aimed at a more digitally native audience, Chivas commissioned three 9:16 social films titled New Worlds. One for each expression: 12, XV, and 18. Each with its own personality. Each demanding its own visual language.
SERVICES
Approach
Fashion shooting in the studio
Static advertising had run its course. This audience lived online, and the work had to meet them there.
The insight was simple: rather than sell the product, reveal its world. Each expression carries a distinct personality archetype, and CGI gave us the means to translate that into something felt rather than explained. Immersive environments. Cinematic detail. A visual register closer to entertainment than advertising. The process started with sketched compositions and movement tests, working through camera rigs and structural builds before landing on a dolly zoom technique. That single decision defined the films: a movement that physically pulls the viewer into each world, making the step inward feel inevitable.
Process
Each film was built around a single idea: step in, then pull back. The camera moves into each world with intention, drawing the viewer deep enough to feel the atmosphere, before retreating at the critical moment to leave them wanting more. Layered details were embedded throughout, small rewards for a second or third watch. The pacing was deliberate. The restraint was the craft.
Each world was built from its own identity outward. The 12 exists in a modern regal setting built for celebration with friends, its materials balancing marble and gold against carpet and contemporary amenities, heritage and the present in the same space. The XV steps into a luxury club environment, all sharp lines and rich surfaces, a world that feels like the natural home of success. The 18 is the most considered of the three: a plush members club where mood lighting, the finest fabrics, and an atmosphere of quiet prestige make the pour feel like an occasion. Colour palettes were developed specifically for each expression, with lighting and structural choices designed to create depth and draw the eye further in. Every material decision served the same goal: to make each world feel inhabited rather than constructed.
Final Design
