Macallan

CGI ANIMATION

LUXURY

CGI ANIMATION

LUXURY

Macallan – Potlatch, Barcelona

PICS were invited by Potlatch, Barcelona, to present the distinguished story of The Macallan’s 200-Year Legacy across a wide array of films & stills. With our reputation for creativity, design and innovation, we sought to intertwine the illustrious past and dynamic future of The Macallan brand.

macallan houdini vegetation photorealistic cgi closeup

macallan houdini vegetation photorealistic cgi closeup plants

macallan houdini photorealistic cgi closeup of bark and seeds

“The difficult they’ll do right now, the impossible may take a little while…

Looking back we feel very, very lucky to have counted on PICS for this crazy animation project. PICS provided the safety net we needed to fly free.”

Ramón Benedito - Creative Director

Insights & Challenges

Utilising bespoke VFX and CGI animation, we brought to life the key themes of craftsmanship, legacy, and sustainability that encapsulate the essence of The Macallan’s journey and their ‘200 Years Young’ logo. Working from a unique AI generated storyboard, our CGI team bridged the gap between digital creativity and physical reality capturing the essence of the vision and matching the high standards which hallmark The Macallan.

photorealistic houdini wheat field simulation in cgi

“PICS was as excited by the project as we were from the get go, and despite some last minute requests and creative changes, they were always ready to help and make things possible”

Alex Ardid - Copywriter

macallan houdini photorealistic full environment build and procedural peacock feathers

Research & Development

We faced the unique challenge of transforming abstract, digitally created images into tangible, photorealistic 3D experiences. Distributing the scenes across our team of expert Motion Designers, all of whom were working under consistent creative direction. Referencing the visual cues of production, environment, history, and employing multiple software tools and in-depth technical processes, we seamlessly constructed an exquisite sequence which represents 200 years of The Macallan’s life story.