DIAGEO

Story of Malts.com

Enticing the brand to a new breed of whisky lovers.

INFINITI asked for a vision of their homepage and vehicle landing page that would bring the brand's 'luxury should be lived in' mantra to the fore. The existing site was quite plain and felt a bit dated. Our team's goal was to create a concept that was mobile-first, invited discovery and provided the opportunity to feature richer and more varied types of content.

Using the existing brand, I came up with the approach of a bronze / silver / gold version of the concept, allowing INFINITI to apply as little or as much of the concept they had appetite for.

• The 'bronze' version comprised of hacking existing components to create a better experience.
• 'Silver' built on existing components with a set of suggested new ones.
• 'Gold' meant a total and complete revamp of the existing site.

The result:
 INFINITI signed off on all 3 concepts – meaning in effect that:

• 'Bronze' was implemented immediately
• The 'silver' approach was used as a medium term fix, and
• With the 'gold' revamp scheduled to begin a year later.

ROLE
CONCEPT & ART DIRECTION

SKILLS
CONCEPT • ART DIRECTION • SCRIPT • STORYBOARD

PROJECT TYPE
BRAND CLIP

THE STORY OF MALTS.COM

A 'devil-may-care', whirlwind approach to whisky drinking, across Scotland and then back home

Stills from clip

A fast & furious invitation to drink your whisky your way, and however you fancy