Glenmorangie ASMR Digital Campaign

Glenmorangie approached Alter-Projects to propose a unique Digital platform which launched on October 18th 2017.

Glenmorangie, the Single Malt Highland Scotch Whisky, launched three short films as part of an online campaign that positions the brand at the forefront of a new era of digital communications.

Glenmorangie commissioned Alter-Projects who collaborated with Bompas & Parr to create some visual content representing a new era of the digital age.

Each film delivers an innovative visual and sonic experience through the phenomenon of Autonomous Sensory Meridian Response – ASMR creates a feeling of relaxed concentration which allows viewers to perceive stimuli more acutely. 

ASMR is so novel that the scientific community has only recently acknowledged its existence, but has been identified as one of the fastest growing internet phenomenon and an engaging technique that’s ripe for utilisation by commercial brands.


Alter-Projects worked to research, art direct and produce these three short films (2 minutes).

In collaboration with Bompas & Parr, we commissioned a specific scientific research and managed the three creative partners who integrated the findings into their film: London-based commercial digital artist Thomas Traum, LA-based fine artist Julie Weitz and Paris-based Studio De Crécy.

Each was assigned one of three Glenmorangie variants – respectively: The Original, Lasanta and Signet – to portray in their film. Of the three, only Julie Weitz had ever created works based on ASMR before.

The Results were one of the best LVMH had in 2017: the first Wine & Spirits brand to leverage ASMR worldwide while creating a new generation of tasting experiences.

This campaign was also selected by LVMH as a highlight during Vivatech 2018.