The Jenevermuseum in Hasselt is one of my favourite places to just wander around and soak in the atmosphere. Every single corner oozes history. So when I I got the preliminary request to start conceptualising a series of cinematic images showcasing the production of jenever, I was immediately sold.
Distilling is a very methodical job with a lot of variables that have to be controlled. Like making a great espresso, or making a photo on film and developing it. So I dived in, and over the course of a year I hopped by the museum several times to observe Jan & Steven practice their craft creating the annual batch of their famed house-jenever. (And of course, taste it).
When getting the final go, we created the ten images and the video to not only showcase the craftsmanship, but also the uniqueness of the job, and to find Jan's successor.
We spent three days in the museum creating this ten photo shoot, and an additional day shooting a 90 second commercial. We only managed to set off the fire alarm once.
Photo Series
The barley is toasting in the hot and steamy attic, becoming malt.
Grinding the malt in the mill, creating starch. This was a messy affair. We made it even messier.
Converting the starch into fermentable sugars.
A gruelling hard labour when the sugars ferment into alcohol. Good thing industrial mixers exist these days. Then again, free fitness!
The first step in the actual distilling, creating low wines (and steam!)
Refined alcohol distillation, creating malt wine. And of course, tasting it everything is on the right level!
Remember, it was not the police but the taxman that got Al Capone into prison. So the proper paperwork is in order!
Ageing refines malt wine. For at least six months the jenever rests on oak barrels in the secret basement. Well, not really secret is it.
If you like it you should put a cork on it. As Queen B would sing. So bottling all that delicious jenever.
The most important part! Tasting and responsibly enjoying Jenever.
Ad Campaign
Motion
Credits
Client: Jenevermuseum Hasselt
1st Assistant: Nele Bellings
Styling: Astrid Van Canneyt
Producer: An De Cleyn
BTS Video: Timo Vandiest
Behind The Scenes
Video by Timo Vandiest.
Hasselblad X1D with LEE Filters
Hasselblad X1D with LEE Filters
SIGMA fp, Atomos Ninja V
SIGMA fp, Atomos Ninja V, Tango Dolly
Hasselblad X1D with LEE Filters, Profoto D1 1000
SIGMA fp, SIGMA Cine Prime 35mm, Atomos Ninja V, Aputure C300D II & C120D II
