As creative lead for Jack Daniel’s at Mirrorball, I was tasked to solve for an important problem: Jack was synonymous with rock and country — which people weren’t listening to any more. So how do you increase relevancy without discarding the brand’s storied connection to music and culture?

Break Jack free of genre association while preserving its attitude. After all — every generation has a Beatles / Rolling Stones divide. And that’s where Jack can play.

Enter Motel No 7— a full 360 brand world and campaign that immersed music and jack fans into a heightened celebration of life on tour.