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.






A Bloody Good Story followed the band across the national Falls Festival tour, capturing every wild mile from green-room chaos to festival-stage euphoria. Curating a band of young gun creative raconteurs — filmmaker Kaius Potter, photographer James Adams, and writer Izrayl Brinsdon — to ride shotgun, each telling the story in their own language: film, photography, and words. Together we built a multi-channel series that lived and breathed across live music events, socials, editorial, digital, and festival channels.




The campaign launched with a 30-second hero promo rolled out across the festival, Secret Sounds, and editorial partners. From there, we fed the audience daily editorial-style content pools — photography, journals, and video dispatches — capturing every moment of the five-day tour leg from Marion Bay to Perth, culminating at the Jack Daniel’s Barrel House event in Byron Bay, where Bad//Dreems tore the roof off the bespoke activation. Tying it all together, a short-form documentary dropped post-tour, sealing A Bloody Good Story into Jack Daniel’s music-led legacy. Further rollout included out-of-home placements and in-store promotions, amplifying the campaign’s reach beyond the festival circuit.


‘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.’

Jeremy Hancock- Creative Director



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.



Credits
Agency: Secret Sounds Connect
Client: Jack Daniel’s
Group Creative Director: Jeremy Hancock
Creative Lead: Paul Liddle
Director: Kaius Potter
Photographer: James Adams
Writer: Izrayl Brinsdon
Producer: Lucy Mathews
DOP: Liam O'Brien
1st AC / Camera: Nick Pollet
Additional Camera: Kaius Potter, Nick Atkins, Marty Moynihan



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