Jack Daniel’s Hero Serve
Initially, the creative thought process behind the project which was proposed to me was the idea of commissioning models for the roles in the photographs. Having been given my own creative licence to add to the project, I had something a little different in mind. I envisioned the campaign being a lot stronger if we utilised a band that represented the theme underlying the campaign. After much research, we found the perfect group for the role, CuT. We photographed CuT jamming (and all the processes surrounding that jam) at The Underworld in Camden Town.
I photographed the stills with a more simplistic theme in mind. Nothing was overly posed or staged, and we opted for a documentary-style approach in order to capture a truly authentic experience. The images were used to create a selection of point-of-sale posters, coasters and bar menus across the country. Some images were also picked up for use worldwide.
“Play with heart. Drink with care.”