A BLOODY GOOD STORY
Jack Daniels
One photographer. One filmmaker. One writer. One band on the verge. Jack Daniel’s wanted something authentic, loud, and raw to challenge the sea of marketing mediocrity — a campaign that could stand up straight on sticky floors and in sweaty festival pits. So we hit the highway with Bad//Dreems, carving out a no-filter docu-series that bled honesty, passion, and unvarnished rock and roll.
‘This wasn’t about polished product shots. It was about truth. About the uncompromising spirit that lives in a road case, on a bar stool, in a busted snare skin — the same spirit Jack Daniel’s has poured into every drop since 1866, and a story that spoke truth, just like their own DNA.’
A Secret Sounds Connect partnership, this campaign plugged the brand deep into the heart of live music culture, proving once again that a bloody good story is best served straight.
Agency: Secret Sounds Connect
Client: Jack Daniel’s
Group Creative Director: Jeremy Hancock
Activation Executive Producer: Leighroy Merrick
Creative Producer: Lucy Mathews
Creative Lead: Paul Liddle
Writer: Izrayl Brinsdon
Director: Kaius Potter (Promo)
Director: Kaius Potter, Jeremy Hancock (Feature)
Art Director: Clay Cicloc
Photographer: James Adams
Additional Photo: Paul Liddle
DOP: Liam O'Brien
1st AC / Camera: Nick Pollet
Additional Camera: Kaius Potter, Nick Atkins, Marty Moynihan
Off-Line Editor: Kaius Potter,
On-Line Editor: Paul Liddle
Colourist: Jeremy Hancock
Sound Design: Matt Brown