Guinness
Smooth
High fidelity science meets the velvet pour
Translating the expressive Guinness Smooth bottle design into a physical sensation required a new approach to actively engage a younger, creative demographic. To capture this audience across social and broadcast platforms, we framed the narrative around the product’s tactile qualities. The challenge was to transform the liquid’s rich, silky attributes and the brand’s underground cultural energy into an accessible and fresh experience.
SOCIAL-FIRST Scalable cross-platform asset toolkit
TACTILE DETAILS Macro-level textures for printed labels
Powered by fluid motion, our design system dives into the beer’s inner spark and label’s bold texture. Using dynamic camera moves and particle simulations, the film animates the handwritten typography and golden harp. This high-energy mix of deep refraction and bold motion spotlights the beer’s smoothness and unique character.
DYNAMIC CHOREOGRAPHY Adaptive particle and natural fluid motion patterns
These sensory-driven sequences connect with new fans of the brand in ways that differ from the past. By transforming static brand assets into an energetic visual language, the final film powers a campaign that introduces Guinness Smooth to new markets and audiences.
