Role: Art Director / Creative Lead Client: Scotch Whisky Experience Type: Immersive Installation / 360° Cinema / Spatial Experience
Brief A two-year programme to reinvent the visitor experience through a cinematic, narrative-driven journey—from raw ingredients to the final distilled product. The pitch required a strong conceptual direction, technical feasibility, and a clear vision for multi-sensory storytelling.
Contribution and Approach I contributed from the very beginning: shaping the narrative, building the pitch deck, and developing the initial concept. To help the client visualise the space and workflow, I created a fully navigable Digital Twin of the entire attraction from architectural plans. After winning the pitch, this digital twin evolved into a full VR mock-up which became a production tool for both internal teams and the client—allowing remote reviews and real-time feedback on early content, spatial design, lighting, and timing.
As Art Director through final delivery, I worked closely with a Creative Director, CG animators, and Unreal Engine artists to steer visual direction, refine particle systems, guide cinematic compositions, and manage the render pipeline. I ensured cohesion between narrative, visuals, motion, and spatial experience, maintaining craft quality through multiple rounds of iteration and client presentations.
Achievements:
Finalists in the Scotch Whisky Awards 2024 in the Tourism Destination of the Year category
TripAdvisor 'Travelers Choice' award that's given to attractions that consistently earn great reviews from travellers and are ranked within the top 10% of on Tripadvisor.
