Jack Daniel's® is a powerful brand, but what makes it unique is how the brand means so many different things to so many different people. For their social pages, we were asked to create batch social content from July to September of work they could share across all markets globally. For this we had to create both standalone concepts and cohesive storytelling pieces, that fit together to tell a consistent story of the brand. From Lynchburg, TN, to the people who make Jack Daniel's, we traveled to Lynchburg to film and photograph the life of Jack Daniel's to help bring it to life.
Copywriter: Kaitlin DeMayo
The story
From the classic Jack Daniel's® to Gentleman Jack and Single Barrel, there's a little something for everyone. From the heat of July to the end of the heat in September, the people of Jack are always working hard to bring the very best of JD to the world. Every drop comes from a single source: Lynchburg. And here is our story.
Social Videos
Kicking barrels around all day sure takes a toll on those work boots. But it’s the only way to make Jack.
A hot day calls for a smooth drink.
Proudly American. Proudly an American whiskey.
For distillery operators like Lexi, the sun rises and sets with making Tennessee Whiskey to the highest Jack standard.
Happy Labor Day, from the people who put in the most labor in Lynchburg.
It’s not just crafting a barrel, it’s crafting a flavor.
Social Stills & Print
Recipe stills for Jack Daniel's cocktails for both summer and autumn seasonal.
Print pieces for Jack Daniel's that draw from traditional postcard format, with a distinct "Jack" twist. Illustrator: Ryan Wong