Jack Daniel’s x Detroit Lions
Forging a Local Legend
Client: Jack Daniel's & The Detroit Lions
Service: Integrated Content Campaign
Industry: Spirits & Professional Sports
Deliverables: Long-Form Branded Content, Short-Form Social Ads, Campaign Photography & Hero Stills, Behind-the-Scenes Content
How do you repurpose a global brand to cater to a hyper-local audience, and make them feel the taste through a screen?
Jack Daniel's partnered with the Detroit Lions for an exclusive Single Barrel release, chosen by former Lions player TJ Lang. The campaign required a suite of content that felt authentic to Detroit, upheld the premium standards of a global spirits leader, and solved a core creative challenge: translating the sensory experience of a whiskey tasting into a compelling visual narrative.
We built an authentic world around the product by combining relatability & exclusivity.
Our creative direction was centered on creating a "familiar scene,” which developed into a down-to-earth, relatable environment where the product felt special. We aligned every creative choice with Jack Daniel's established brand identity, utilizing a warm, inviting color grade and ensuring the product was the undeniable hero in every frame. We also leaned into the “behind-the-scenes” approach, inviting the viewer to experience the journey of the product prior to it hitting the shelves.
Solving the sensory challenge.
To overcome the challenge of conveying taste and smell, we created a narrative rhythm in the edit.
We paired the talent's authentic visual reactions with their immediate, descriptive feedback. This structure built anticipation and allowed the audience to experience the nuances of each barrel through the story, transforming a tasting into an engaging journey.
Our team also overcame on-location technical challenges, implementing custom lighting & audio solutions to ensure a flawless final product.
A comprehensive content suite.
We delivered a versatile collection of assets perfectly curated for the Detroit audience. The content was trusted by both Jack Daniel's and the Detroit Lions for their paid advertising campaigns, successfully launching the limited-edition product to the market. The final deliverables provided a powerful toolkit to drive the collaboration's success across multiple channels.
The process is part of the product.
We believe a great client experience is essential to creating great work. Our behind-the-scenes footage showcases the collaborative, energetic, and professional atmosphere we cultivate on set.
For our clients, this means a seamless process, talent who feel comfortable and perform their best, and a creative partnership that's as enjoyable as it is effective.
What’s your big question?
Maybe it's "How do we connect with a new generation?" or "How do we showcase the true quality of our product?" or "How do we tell the story of our company's mission?"
Whatever your question is, the right story is the answer.