Sid Lee Adds Some Sting to Bumblebees for Dewar’s

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By Jordan Teicher Comment

Earlier this week, we covered some Sid Lee Paris video game business. Today, we’re moving back across the Atlantic, as Sid Lee New York debuts a 3-Bee (yup, they punned 3-D) printing project for Dewar’s Highlander Honey whiskey. The technology allows for  80,000 bees to mimic their natural environment in a factory setting and create hives in custom shapes, like a Dewar’s whiskey bottle. The Ebeling Group, which produced the accompanying video, had to do their work in full beekeeper suits. That is how you commit to a project.

The 60-second video offers viewers an artsy glimpse into the totality of the 3-Bee project. The edgy tone comes from muted lighting and  background music that might as well be a leftover composition from Radiohead member Jonny Greenwood’s There Will Be Blood soundtrack. I’m not sure that this strategy would make me want to purchase a drinkable product, but the creativity involved more than makes up for it with originality. Credits after the jump.

Executive Producer/Partner: Claudia Roy

Lead Producer: Rob Marmor

Creative Director: Daniel Chandler

Art Director: Blaise Cepis

Copywriter: Laura Perlongo

Account Supervisor: Karim Tubbeh

Production Company:  The Ebeling Group

Executive Producer:  Mick Ebeling

Producers:  Amber Ventris and Martha Smith

Creative Director:  Jared Eberhardt

DP:  Larkin Seiple

BTS DP:  Aaron Farley

Editor:  Yuhei Ogawa

Editor:  Michael Porter

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