- Photography ServedProject Featured On:Photography Served — 4/4/12
Crown Royal XR Heritage Blend
- Crown Royal XR Heritage Blend
Case Study | The Kentucky Derby, Churchill Downs, Louisville, Kentucky | Diageo US
- Q: How do you really capture the true beauty and artistry of a bespoke hand-blown whisky bottle created for the Queen of England?
A: Enter the work shop where the bottle is being made, and capture every step of the craftsman's process.
One of the first ever commissions for the newly formed New Cruelty came in the early summer of 2007. TNC creative partner James Bareham was commissioned by Diageo, New York, to capture the creation of two unique, very special bottles of Crown Royal Extra Rare Heritage Blend whisky - one of which was to be presented to Her Majesty Queen Elizabeth II during her first ever visit the Kentucky Derby.
James photographed Casey Hyland, master glass designer at The Glassworks in Louisville, as he created one of the two custom glass decanters. James also documented the burnishing of the barrel top by Troy Brady, a local master pyrographer (what a great job title), and was also charged with documenting the behind-the-scenes at Churchill Downs in the lead up to the race itself.
The 2007 Kentucky Derby weekend was a particular muddy affair, which made for very some interesting pictures and produced a broad body of work that was as much focused on the craft of the horse race, as it was on the craft of making of the bottles.