What does a sip of smooth vodka look like? Maxim Zhestkov, who lives in Ulyanovsk City, Russia, and works with the London-based design group Universal Everything, offers a pretty accurate portrait of the tasty 42 Below in a video titled Onedreamrush, using his trademark black-and-white palette. The video hurtles across rough and unfamiliar terrain, somersaults into a magical geometry that explodes into rich color before a brief sigh, and then a moment of peacefulness. The symmetry between the visuals and the evolution of sensation you experience with the vodka is quite thrilling. 42 Below has launched a campaign to have 42 different directors create 42-second videos based on the vodka, with an impressive array of participants lined up, including David Lynch, Jonas Mekas and Gaspar Noe. And how about gin? LA-based firm Motion Theory just finished production on a piece titled Paris for Tanqueray that opens on lovely images of angelica, juniper and coriander, some of the liquor's ingredients, before moving into a narrative about hipsters in Paris. Turn off the sound and watch for the flower graphics that blossom around the edges of the story, pretty embodiments of gin's ability to infuse the world sensually.
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