With over 315 distilleries in the UK alone, and as many as 600 brands on the market, No.3 Gin wanted us to shine a spotlight on their supreme spirit and show consumers why it stood out.

This is No.3 Gin under the microscope.

The Art of Perfection used an innovative and experimental method of photography to bring the world of No.3 Gin to life. We crystalised and froze elements of No.3 Gin before magnifying them to capture the details invisible to the naked eye. What it revealed was an a dramatic landscape of colour - not just a liquid masterpiece, but a visual masterpiece. The beautiful landscapes of No.3 Gin and its three key serves are the result of flash freezing, resulting in ice crystal patterns unique to the structure of the gin or cocktail, photographed on a cooled microscope stage. Using an Olympus BH2 microscope and Canon 5DMKIII to capture the images, and a magnification of between 40 and 50X, the results are pure physics - the colours and patterns a natural result of the application of polarized lighting techniques to micro-crystals and frozen particles.