We worked with the Jack Daniel’s team to develop a suite of creative assets that communicated the key consumption occasions at home, with the intention to inspire consumers to drink Jack Daniel’s and aid top of mind awareness.
For this campaign, we shot and created assets for both their well known brands such as Jack Daniel’s, Gentleman Jack and Single Barrel, as well as their brand new Seltzer range, of which the assets were used in the launch campaign.
Over a 2 day shoot, we created a total of 11 sets and shot around 20 drinks to deliver over 200 assets. The key themes explored were; at-home cocktail inspiration, social/shared occasions, watching sport at home and enjoying food with the product.
With this in mind, we created short and snappy inspiration videos that featured the full cocktail recipe, showing people how easy the drinks are to create at home, which was particularly key during the COVID lockdown. In addition to these videos, we also created stills and GIFs for each drink/cocktail that would be used in always-on content on the Jack Daniel’s Australia social media channels.
The end result was a suite of assets that took conventional occasions/moments and made them look and feel uniquely Jack Daniel’s.
Director: Jack Toohey
1st AD / Editor: Arun Surendran
Producer: Ebony Morrison
Director of Photography: Jack Single
Photographer: James Tarbotton
1st AD: Kath Thomas
Gaffer: Tomas Keyes
Best Boy: Alex WIlson
Set Stylist: Morgan Ferguson
Production Assistant: Anouk Berney
Sure Studios stands on Gadigal Land. We acknowledge the Gadigal people of the Eora Nation as the Traditional Custodians of the Country we work on today. We recognise their continuing connection to the land, waters and culture. We thank them for protecting this coastline and its ecosystems since time immemorial and acknowledge that they have never ceded sovereignty. We pay our respects to Elders past and present, and extend that respect to all First Nations people.
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