JACK DANIEL’S “Label Story: OLD No. 7 ”

Role(s) - Director | Art Director | Compositing Lead | CG Lead | Look Development

Produced at Brand New School

About 10 years ago, the good people of @brandnewschool brought me in to execute a motion test based on the stunning designs by @villavicencioricardo - helping to take a gorgeous pitch to award and getting @arnold_worldwide & @jackdaniels_us to put their faith and brand in animation.
By circumstance and with the confidence of my colleague, former mentor and CG Supervisor @vadim_ph I soon found myself at helm of this Jack Daniel's ‘Label Story’ campaign leading it through to delivery.

At first, the award was for this single ‘Old No.7’ spot that illustrated the theories of why Jack Daniel's Tennessee Whiskey is named Old No.7. But with the success of ‘Old No. 7’, one spot evolved into a 3 spot campaign and that led to an additional 2 spot ‘holiday’ campaign. Free to flex my creative muscles, I directly referenced places I've lived in, visited and walked through - as well as revered moments in cinema. While it was a challenge both directing and leading the talented compositing and 3D team over the next 9 or so months - the payoff to take an established creative and elevate it by pushing it through the lens of my own artistic sensibilities was ultimately super fun and satisfying.

While it was a long time ago and I don’t do much CG these days - the creative flex of CG; using the limitlessness of its camera and fusing design with cinema is infinitely rewarding and something I hope to do again.

JACK DANIEL’S “Label Story: Tennessee”

Role(s) - DirectOR | Art Director | Compositing Lead | CG Lead | Look Development

Produced at Brand New School