Master Distiller's Collective: Collective Genius

"The shot for Masters Distiller's was born out of the idea of craftsmanship. In a world where everything is instantaneous and photographs are taken rather than crafted Leo Burnett, Australia decided to go back to traditional methods that require craft skill and thought. To emulate the craft and care that goes into the Masters Distiller's range we decided to use the 20x24 plate where each image is an original, a one of a kind image on polaroid film, the complexity of the operation of the camera required we slow the process down and craft each shot much in the same way the Masters Distiller's range is produced."

- photographer Simon Harsent