Immersing Consumers in the Journey of Water Through WebGL.

The brief

Despite being globally recognised for its pure volcanic source, Volvic faced low awareness and cultural relevance in Asia. Consumer research revealed a surprising behaviour: people were buying Volvic not to drink directly, but to brew tea, citing its balanced pH and minerality as the perfect foundation. The challenge was to dramatise the brand’s volcanic origins in a way that felt both educational and emotionally resonant, showing why this unique mineral composition made Volvic the ultimate tea-brewing partner, while delivering a digital experience scalable across multiple Asian markets.

What we built

UNCANNY designed and developed a WebGL-powered interactive experience that transported consumers inside a French volcano to follow the journey of Volvic water. The experience allowed users to “fly” through a dynamic 3D cross-section of the volcano, watching rainfall seep through porous volcanic rock, filter through soil layers, and finally emerge as pure mineral water.

This required building a custom 3D pipeline optimised for browser performance. Terrain was procedurally modelled using geological reference data, layered with high-resolution PBR textures compressed into lightweight formats for fast loading. Shader-driven water simulations recreated infiltration, percolation, and flow, complete with refractive and specular properties for realism. To ensure accessibility across Asia, from flagship devices to mid-tier handsets, we implemented dynamic LOD scaling, draw-call optimisation, and asset streaming, reducing GPU load without sacrificing fidelity. The result was a smooth, sub-5 second load time experience that could be shared easily from pack to mobile.

Results

The WebGL activation transformed a functional consumer insight into a powerful brand story, allowing people to literally see and feel the volcanic journey that makes Volvic the perfect tea partner. As part of the broader campaign, this digital layer reinforced the brand’s origin story while demonstrating UNCANNY’s ability to deliver immersive, technically ambitious experiences at regional scale.