JD’s proud heritage
Brand New School and the creatives from Arnold Worldwide and Brown-Forman have released another spot in their Jack Daniel’s “Label Story” campaign.
‘Proud’ is the latest in a campaign which features cinema/broadcast spots and arena executions for exhibition at select major sporting events, all of which were created by Brand New School. Covered already on Fired By Design, the animated ‘Old No. 7’ cinema/broadcast spot debuted in high-profile US cable and broadcast outlets, with an additional spot, ‘Tennessee’ set to follow soon after this.
Resolving at the end on the “What the label doesn’t tell you, a sip will” tag line, each new spot takes the brand’s iconic, ornate label artwork on a lyrical, cinematic journey to visually explore Jack Daniel’s ‘folklore’.
View the first Label Story spot ‘Old No.7’
Title: Label Story ‘Proud’ Client: Jack Daniel’sAdvertising Agency: ArnoldChief Creative Officer: Pete Favat
Creative Directors: Wade Devers, Wade Paschall
Associate Creative Directors: Lee Walters, Chad Leitz
Executive Producer: Billy Near
Assistant Producer: Reaghan Puleo
Account Director: Chris Ferko
Business Manager: Maria Rougvie
Production: Brand New School
Director: Jonathan Notaro
Art Directors: Mario Stipinovich, Eric Conception
Designers: Ricardo Villavicencio, Stephen Kelleher, Emmett Dzieza
CG Lead: Vadim Turchin
3D Animation: Eric Concepcion, Han Ho, Mike Garcia, Walter Lubinski, Kim Kehoe, Andre Salyer, Carmine Laietta, Adam Rosenzweig, Dave LoGiudice, John Kalagian
2D Animation: Stieg Retlin
Storyboard Artist: Will Rosado
Compositor: Eric Concepcion, Dave LoGiudice, Michal Finegold
Executive Producer: Danny Rosenbloom
Head of Production: Devin Brook
Producer: Toby Sowers, Mike Sullo
Production Coordinator: Ilona Klaver
Original Music: The Lodge
Creative Directors: Eric Hillebrecht & Colin Thibadeau
Composer “Proud”: Demian Sims
Executive Producer: Sallie Moore
Producer: Heather Weisberg
