Chivas Regal: Extra 13

FORMAT.LDN collaborated with Thumbstoppers and illustrator James Dawe on the motion rollout for Chivas 13 Flavour Casks, a globally distributed campaign spanning social, digital out-of-home and print. Built around a series of richly detailed collage worlds, the campaign translated the character and cultural origin of each cask finish into a distinct visual language designed to feel contemporary, premium and globally resonant.

Our role was to bring these intricate static compositions into motion. Working closely with James and the wider team, we animated hundreds of individual elements across each piece, building seamless camera moves and carefully constructed loops that gave the collages added depth, rhythm and screen presence. The aim was to retain the richness and detail of the original artwork while extending it into a more immersive, motion-led format.

Alongside the hero animations, we developed a broader range of deliverables including cinemagraphs, GIFs and more subtle looping assets, adapting the work across multiple formats and placements. The result was a visually dense and highly crafted body of motion content that amplified the collage system across screen while preserving the distinctive character of James Dawe’s artwork.