“Craft is about a commitment to a standard, and to a way of doing things…a real appreciation of doing things the right way,” Christian Helms, an Austin, TX native who’s one of Jack Daniel’s annual Independence Day poster creators. This year, Arnold Worldwide’s moving from Yee-Haw Industries and working with independent artists from not only Austin, but Berkeley, CA and Brooklyn, NY to create hand-made posters representing the importance of tradition and craft.
The American whiskey brand documented each poster-maker’s process, reflecting the time and energy put into their unique creations. Jack Daniel’s still mass-manufactures their whiskey (otherwise you couldn’t buy it for 15.00 at your local liquor store), but this campaign gets at the down-home, historic roots of the amber liquid creators.
The videos are featured on Jack Daniel’s newly redesigned website (also an homage to the history behind the brand) and on Facebook. They’ll also be shown in bars across the nation, alongside the finished posters.
America the Beautiful: where independent artists, international agencies, and whiskey giants celebrate together. Happy fourth!
More images, videos, and credits after the jump.
Agency: Arnold Boston
Client: Jack Daniel’s
Chief Creative Officer: Pete Favat
Group Creative Director: Wade Devers
ACD/Art Director: Travis Robertson
ACD/Copywriter: Greg Almeida
Producer: William Near
Assistant Producer: Ben Ouellette
Account Director: Nate Stewart
Account Supervisor: Shannon Colletti
Project Manager: Kate Murphy
Director of Photography: Nate Laver and Kyle Osburn
Director of Global Marketing: Carmen D’Ascendis
Sr. Digital Producer: Todd Buffum
Art Buyer: Andrea Ricker
Print Production: Jim Spadafora
Original Art by: Helms Workshop, Golden West Sign Arts, Jon Contino