Jack Daniels_
Creative Director

There are only a handful of brands that reach the status of becoming an icon. And fewer still for which people feel so strongly that they will have the brand’s logo tattooed on their person. Jack Daniel’s is one of those brands. During my five years as Creative Director on the Jack Daniel’s business at Arnold Worldwide, I had the honor of being entrusted with one of America’s most legendary brands. There is so much great mythology surrounding Jack Daniel’s, its history, its place in popular culture, and the interplay between the brand’s symbolism of masculinity, status, and rebellion. One of the biggest challenges for the brand was to maintain its cultural stake as a right of passage for young men who’ve reached legal drinking age, without making older customers feel the brand was something they had outgrown. It was an incredible opportunity that took me around the world, including launching Jack Daniel’s first brand campaign in China, and growing the brand by 1.8 million cases worldwide over those five years to almost 10 million cases.