Jack Daniel’s Fire


Jack had a new product to launch to take on competitors in the booming cinnamon whiskey catagory. 

For TV, we took viewers on a ride through a distillery where Jack Fire is forged and bottled. In its first week on air, the spot out-performed the norm for the spirits category.








Using custom typography, and taking cues from the distilling proccess at Jack Daniel’s. With real fire, charcoal and individual steel letters, we were able to realisticly create the headlines in post.












For print, store displays and out of home, we shot the bottle in a bed of glowing coals and on smoldering barrel staves – nods to how fire has always been an ingredient in Jack Daniel's.




DBCCo. 2019 All Rights Reserved
Los Angeles, California