Where Character is Formed - The Case Study
The Fan
The Band
The Rock Photographer
The DJ
Jack Daniel's - The Barrel House
Jack Daniel's had a problem. The lucrative 18-25 market wasn't connecting with the brand because they saw it as too hardcore. The Barrelhouse was the perfect answer. From the outside The Barrelhouse was a beautiful reproduction of Jack Daniel's original 163 year old distilling house in Lynchburg Tennessee. But inside it was a live music venue and bar that toured the music festival scene. Working with Infinity Squared we created 4 content films - The Band, The DJ, The Rock Photographer and The Fan. – In six days 78,000 people poured in (not bad considering its 300 person capacity) and 667,000 people watched the content films, helping Jack Daniel’s increase their Facebook reach by over 1400% and gain a whole new generation of fans. Role: Art Director of content & Web design.