Jack Daniel’s – It Takes Jack to Make Fire

Whiskey and Fire – A dream job for the alcoholic arsonist members of the TJ team. This amazing campaign was the dream child of the creatives at Arnold Boston and featured the launch of Jack Daniel’s Cinnamon Whiskey called ‘Jack Daniel’s Fire’. The brief was simple; recreate the artwork being authentic to the brand and keeping all things real. So we did. The organic nature of fire, coals, people obsession to party lead use to select a photography and retouch route for this production. We love all things real, we put our thinking caps on and strove to achieve everything in camera and build our amazing images through use of detailed creative compositing. Our own creative director lead this production from concept to completion, partner with our internal photographer to lead the photography production. This campaign was built for print and layered to allow most flexibility for rich media banner assets.