CASE STUDY · SPIRITS

Jack Daniel's

Multi-platform brand campaigns, from vertical stories to a 30-foot London Underground installation.

CLIENT Jack Daniel's · AGENCY Arnold Worldwide / Havas · ROLE Art direction, photography, directing · DELIVERABLES Social, print, OOH, motion

The brief

Jack Daniel's needed imagery that felt handcrafted and true to its Tennessee roots, across social, print, motion and international out-of-home.

What I did

With Arnold Worldwide / Havas, I art directed, photographed and directed stills and motion from the same shoots, built around warm whiskey tones, glass and grain.

The result

The work ran everywhere from vertical stories to a 30-foot London Underground installation.

Results

London Underground · International OOH placement

4 years · Print to social, stills and motion

Forbes · Press coverage of the campaign

Two blacksmiths working molten metal at the forge — At the forge · Jack Daniel's

Jack Daniel's bottle, glass and peaches on marble — Product · Print and social

Jack Daniel's London Underground installation — London Underground · OOH

Cocktail poured from a shaker — Cocktail stills

Jack Daniel's campaign still — Campaign still

London Underground placement — London Underground · International placement