CAMPAIGN

Jack Daniels — Tennessee Fire

Client

Brown Forman

Role

Senior Art Director

Agency

Code & Theory

Year

2015

The Challenge

To make people aware that Jack Daniel's newest product, Tennessee Fire, was burning a path across America we decided a Public Service Announcement was in order. Taking cues from the tone of vintage PSA's we created a Fire Drill campaign that alerted people to Tennesse Fire's impending presence in their area. Special Report videos using #JackFire were our platforms to spark the campaign flame.

Campaign Launch Content

Concept, art direction, illustration and full storyboards for this digital video series meant to catalyze the launch of the prduct. The voice and art direction style were then extended into social, giving the brand a more targeted way to communicate directly with Jack Daniel's fans. Animator: Seth Brau CD: Brad Dixon ACD: Michelle Spivak CW: Nick Francis, Mike Latshaw

Campaign Sizzle &
Apparel Content

To launch on social, we created a slick lifestyle video inviting people to “Drink the Kraken” and “Wear the Kraken.” We also produced bold product and in-situ lifestyle assets for ecommerce and social. Director: Johnathan Fuentes Producer: Will Keesee Art Director: Lucy Weigard