"THE WHISKIEST WHISKEY" :60
NBA PARTNERSHIP :30
GENTLEMAN JACK :30
"OUR TOWN" :60
content creation
When I took over as creative/strategy lead on the global Jack Daniel's business, the brand's social feeds were inactive at worst, and a repetitive cycle of meaningless product photography at best.
I spearheaded a mission to build an in-house content production model for the brand that would allow us to make high-quality, always-on content that was both cost-effective and quick.
We hired a photography, a DP, and a producer. We built a bar in our photography studio. We went from triple bidding a handful of creative assets to delivering over 300 pieces of global creative a year. And less than two years after the transition, Jack Daniel's was awarded spirits brand of the year on social media.
SOCIAL REEL
The Jack Daniel's "Postcards From Lynchburg" campaign is the longest continuously running campaign in marketing history. And it's been an honor to keep it going.
More social anthropology than advertising, the work was always at its best when a copywriter and a photographer went down to Lynchburg, hunted for stories, took a lot of photos, and assembled it all together back at the office.
The process had gone astray by the time I arrived, with the agency being a little too "agency" about it. I made it a priority to take the campaign back its roots.
Now, once every three months or so, a writer and our staff photographer travel to Tennessee to make friends and get shots. And Jack Daniel's gets a new, long copy ad to run in the London Underground every month, where it's repeatedly among the highest scoring ads in a very crowded
transit system.