Bushmills is the oldest licensed distillery in the world (1608). Their motto is 'We're not good because we're old, we're old because we're good'.

This humble mindset informed the brief, which was to focus on the brand's pursuit of perfection through analogy rather than literal means. And to base the film in the area surrounding the distillery on the coast of Antrim in Ireland.

The objective was to create a film that gave viewers a visceral sense of the passion Bushmills have for making whiskey - a passion that's challenging and ongoing - they never rest on success, always pursuing something just out of reach. The brief was to create a film had to achieves this without referencing the product until the branding at the very end.

There were two camera types used by the cinematographer - an Alexa LF digital and a 16mm Bolex film camera.