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’.

Proud can be viewed on Vimeo

Visit Brand New School

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


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