Jason Foo CEO


Gin. It’s the in thing.
This became both an opportunity and a problem for our client, No.3 Gin. With all the different types and flavours of gin popping up across the world, from distilleries big and small, how could we make it stand it?

That was the brief our agency received. No.3 Gin, wanted us to shine a spotlight on their supreme spirit and show consumers why it was so special. It’s the epitome of a classic London Dry Gin – one that’s been crowned Best in the World four times – but was getting lost in the sea of competition up against gins with larger name recognition and bigger budgets.

Our solution? To look to the hero product for answers. At first glance, you could say that No.3 looks like any other gin – a perfectly clear liquid. So, we wanted our audience to look closer, to see the breathtaking world that lay beneath. 40X closer to be precise. What they’ll discover is The Art of Perfection.

We partnered with micro-photographer Justin Zoll. Working in his New York-based studio, we froze and crystalised elements of No.3, and several of their signature cocktails, before magnifying them to capture the stunning details that lay beneath. A kaleidoscopic world that looked more like abstract paintings than liquid. We turned these microphotographs into a series of art prints - entitled The Art of Perfection (our new brand platform). Capturing the essence of No.3 Gin as well as the spirit of the distilling artisans behind it.

The photographic technique: Photographing frozen samples is hard enough; getting samples full of alcohol is even harder. Justin constructed an innovative water-cooled system, which uses thermoelectric devices to reach very low temperatures. Tougher still was actually photographing these non-frozen liquids. During the first few tests, when he removed the slide from the cooling device, it would begin to melt – the crystals losing their form and beauty. To overcome this, he made a thermal-isolation slide with two glass slides, separated by insulating fibreglass fabric. By placing the sample slide on top of this heat transfer barrier, he was able to spend more time photographing each one.

Using an Olympus BH2 microscope and his Canon 5DMKIII to capture the images, he used magnification between 40 and 50X to get the stunning details of the crystals. The structure of the crystals determined the colours – a true product of physics.

For the campaign rollout, we framed our artworks like the masterpieces they were and created a citywide exhibition for all to see, starting with a launch at London Design Festival. We then painted the town technicolour – our pattern across posters, OOH, social media, activations, and instore. One fan even created his own custom Nikes using our artwork.

The campaign opened many doors for our client.

Harvey Nichols approached No.3 and offered up a store-front window display at a discounted rate for the Art of Perfection in the lead up to Christmas. And the American Bar at the Savoy, one of the oldest and most iconic bar’s in London also requested to feature No.3 as their gin of the month.

With 25.9m press reach, No.3 stood out from the crowd and with 253% ad recall and a 96% increased brand awareness uplift, it seemed customers took notice. Not only did click-through rates to No.3 Gin’s website go up by 300%, but sales went up 49.8% year on year, and 48% through Amazon.

The Art of Perfection is an exquisite reflection of what goes into make the World’s Best Gin. It’s a campaign that cut through the clutter in a simple yet mesmerizing way. A campaign as considered, and as beautiful, as the drink itself.


  • No.3 GinClient

Jason Foo was recognised as an Industry Influencer on 7th November 2016

Annual 2017 JudgeAdvertising: Print Annual 2019 JudgeCreative Leader of the Year Annual 2020 JudgeIndependent Agency of the Year Project featured: on 14th January 2021 Pro member:

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Jason Foo has been a Contributor since 25th November 2015.

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The Art of Perfection

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