In 2020, Jack Daniels introduced its first global creative campaign. The new campaign wanted people to make every moment count just like Mr. Jack did throughout his life. The outdoor and social campaign was heavily focused on phrases that spoke boldly through the voice of Jack. My team and I were tasked to take Jack's phrases and the brand's iconic distinctive assets and create a harmonious visual language from it. The goal was to not reinvent the wheel but rather re-introduce the brand in a modern and fresh way.