Diageo "Special release 2021" by Gravity Road

Diageo is backing a series of collectors' item whiskies with an AR campaign and launch film created by Gravity Road.

Under the banner "Legends Untold", eight bottle labels have been designed by illustrator Ken Taylor, brought to life with AR: a QR code on the back can be scanned by a mobile phone to take the user to an immersive AR experience.

Gravity Road also produced a movie-trailer-style film in collaboration with Huge Designs, showcasing the mythical characters on the label designs and teasing the AR experience.

Credits

Client
Global head of culture, Reserve
Global brand marketing and innovation
Creative agency
Executive creative director
Creative director
Executive strategy director
Account director
Sound design