Each film is said to deliver an innovative visual and sonic experience through the phenomenon of Autonomous Sensory Meridian Response (ASMR). Referring to a tingling sensation moving from the neck down the spine, ASMR creates a feeling of relaxed concentration which allows viewers to perceive stimuli more acutely.
|Glenmorangie launches online series of short sensory films|
The scientific community has only recently acknowledged the existence of ASMR. To aid understanding of its effects and benefits, Glenmorangie has commissioned a ground-breaking study led by multi-sensory scientist Professor Charles Spence of Oxford University and ASMR experts from Manchester Metropolitan University. Their research is the first attempt to create a sensory profile of the kinds of ASMR ‘triggers’ that work best.
Glenmorangie worked with creative agency Alter Projects who collaborated with Bompas & Parr to commission a research on ASMR, art direct and produce the three films. Glenmorangie has collaborated with inspired three renowned artists – Thomas Traum, Julie Weitz and Studio de Crécy – to celebrate its expressions in films which incorporate ASMR techniques to evoke a whisky’s terroir, creation and character.
Commenting on the news, Dr Bill Lumsden, Glenmorangie’s Director of Distilling, Whisky Creation & Whisky Stocks, said: “At Glenmorangie we are always searching for innovative ways to delight single malt lovers. By bringing the unique characters of our whiskies to life online in such a revolutionary way, we can share the spirit of Glenmorangie more widely – and perhaps inspire viewers to try our whisky the traditional way, too.”
The Highland based distillery, is the first to create bespoke content around such a unique original scientific research, using triggers relevant to whisky, which elicit increasingly emotional reactions. The three films will be available to watch later this month via: glenmorangie.com
Posted by Steve Rush