Axis Studios completes CG spot for Famous Grouse
October 25, 2019

Axis Studios completes CG spot for Famous Grouse

GLASGOW, SCOTLAND — The Leith Agency returned to animation and VFX house Axis Studios ( to produce the latest Famous Grouse television commercial. The spot is part of a new global campaign to promote the Famous Grouse Smoky Black liquor, and was directed by Local Hero and produced by Calum Hart. 

The commercial shows the Red Grouse enjoying a midnight hike through the iconic Scottish Highlands. As clouds part to reveal a full moon, the bird transforms into the darker, smokier Black Grouse.

Axis Studios worked closely with Local Hero to bring their directorial vision to life. The :20 second spot is set in Grouse Country, generated entirely in CG by Axis. The transformation presented an FX-heavy challenge, working with a dynamic feather and fur system, swirling fog and morphing geometry. The performance was likewise critical, as there needed to be a balance between a believable transformation while remaining true to the brand personality.

“We are delighted that The Leith Agency has asked us to produce a fourth Famous Grouse commercial,” says Richard Scott, Axis Studio’s CEO. “It is an iconic Scottish brand and we feel very proud to be playing our part in bringing it to life.”