You’ve seen the Jameson 100x Closer artworks, now meet the man who made them. The Jameson INDIE Channel chats to microscope-enthusiast, photographer and all-round gentleman Elden Swart about the process behind this project:

Jameson Irish Whiskey is undoubtedly a beautiful substance to behold, but what happens beyond the spectrum of our limited vision? We created a video piece inspired by the concept of being brave enough to take a closer look.

Five official cocktail recipes from Jameson 100x Closer, so that you can not only see the art – but taste it too.

Upon closer inspection, flaws become evident. The corners curl, and cracks appear. However, in rare instances when attention to detail withstands the closet possible scrutiny, true beauty reveals itself in unexpected ways.