10th St Distillery
Macro pours, hard light, and a #1-in-the-world claim.
Product spot for 10th St Distillery’s single malt, “The Dragon”, macro pours, hard light, and a confident “#1 whisky in the world” claim, made in San Jose, CA.
A San Jose single malt, “The Dragon”, with a world-class liquid and a bold claim it had never earned on screen. The brand needed one spot that could carry a “#1 whisky in the world” line without feeling like hype.
Shoot the ritual
We built the spot around the pour, macro glassware, ice, and amber light, letting texture do the persuading so the claim feels observed, not announced.
Light it hard
Hard practical light and controlled reflections, shot specifically for a warm, aged color grade that reads premium before a word lands.
Earn the line
The “#1 in the world” claim arrives last, after the craft has already sold it, so it plays as confidence instead of noise.
Built to move the number.
Motion produced the best commercial our business has ever had. The attention to detail and quality completely exceeded our expectations.
