Maker’s Mark’s reasonable insanity

Created by Carmichael Lynch and directed by Marcus Söderlund through Reset, this cinematic campaign from Kentucky bourbon whisky brand Maker’s Mark portrays how passion can make people do slightly crazy things.  

Told entirely without dialogue, the stunning visual narrative, titled Perfectly Unreasonable, follows an adventurous protagonist who collects an enormous block of ice from a far-away frozen lake, and proceeds to painstakingly transport it, on his back, all the way home.

While most of the ice melts on his arduous journey, enough remains upon his arrival for him to cut it into the purest cubes, to make the perfect glass of bourbon for his garden party guests.