Going with the mainstream is the worst way to create something memorable, Bulleit Whisky outline this fact in a beautifully shot piece of online video marketing.Containing a host of rich imagery filled with examples of the kind of manufacturing craft that existed before the homogeneity of the mass produced plastic product line.

An epic poetic voice-over presides over the film alongside a Nick Cave score – “The day the shiny things began to blind us, when identical became ideal.”

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