chivas EXTRA13
flavours of the world
hipremium gen-z collage work for print, digital outdoor and social
FROM CASK TO COLLAGE.
Culture, distilled.
tequila notes - mexico
rum notes - the carribean
sherry notes - spain
rye notes - the usa
the breakdown
overview
Chivas Regal tasked Thumbstoppers with delivering a globally distributed suite of striking and ownable social assets for Chivas 13 Flavour Casks.
The brief required two things: clearly communicate the country origins of each cask finish and reposition whisky, particularly Chivas 13, as contemporary and relevant to Gen Z markets. The work needed to feel premium, culturally intelligent, and visually distinctive enough to travel across global feeds.
execution
We developed a series of intricately composed visual collages, each representing the distinct world of the Tequila, Bourbon, and Sangria cask finishes.
Rather than relying on obvious or literal national references, we constructed layered compositions that translated flavour into visual culture. Colour palettes, textures, iconography, and spatial design were used to reflect the personality and origin of each cask while maintaining a cohesive Chivas master aesthetic.
The system extended beyond stills. Dynamic social films brought the collages to life with movement and depth, ensuring impact within feed environments. Large-format poster prints amplified the visual worlds at scale, allowing each cask to own physical space as confidently as digital.
Each execution felt like a portal into a specific flavour universe, while remaining unmistakably Chivas.
outcome
The campaign delivered a globally scalable visual territory for Chivas 13 that strengthened flavour differentiation without compromising premium equity.
By translating cask origin into bold, contemporary visual storytelling, the work repositioned Chivas 13 as culturally fluent and expressive rather than traditional or formal. The collage system gave the brand a distinctive, ownable aesthetic that resonated with younger audiences seeking richness, global influence, and visual intensity.
Chivas 13 became less about category convention and more about cultural connection.