Jack Daniel’s “Label Story” Calls For Brand New School

The artists and producers from directing collective Brand New School recently announced the debut of their latest project work, a collaboration with advertising agency Arnold Worldwide, for Jack Daniel’s Tennessee Whiskey.

The “Label Story” campaign features cinema/broadcast spots and arena executions for exhibition at select major sporting events, all of which were created by Brand New School. Among these elements, the cinema/broadcast spots spot “Old No. 7,” recently debuted in high-profile cable and broadcast outlets. Two additional spots, “Tennessee” and “Proud” are to follow.

Resolving at the end on the “What the label doesn’t tell you, a sip will” tag line, each new spot literally takes the brand’s iconic, ornate label artwork on a lyrical, cinematic journey to visually explore legendary Jack Daniel’s folklore. “Within the label’s calligraphic, high contrast, etching-inspired imagery, some of the brand’s most compelling stories are presented in a moving narrative context,” said Brand New School founder and creative director Jonathan Notaro, who directed the spots.

“Arnold had a really strong sense of where they wanted to be with these stories, where the brand’s unique artwork and filigree come to life stylistically. We really enjoyed being able to work together from the early stages to bring the agency’s vision to life.”

With Brand New School’s reputation for creating powerful experiential and interactive content expanding rapidly, Notaro and his colleagues are also very proud that the look created for this campaign’s cinema/TV ads is penetrating other advertising spaces, to include the arena executions.

“There’s a lot of mutual respect between us and our friends at Arnold,” Notaro concluded. “From this trust and understanding came some great work.”

With offices in New York and Los Angeles, Brand New School is a bicoastal directing collective working in all fields of commercial art. Ever evolving, the studio continues to cultivate a sense of wonder and exploration. For its artists and clients alike, BNS represents an opportunity to play at work, to conduct experiments in image-making, and to feed the inspiration that drives the industry.


Campaign: Jack Daniel’s “Label Story”
Spot Titles: “Old Number 7” :30, “Tennessee” :30, “Proud” :15

Client: Jack Daniel’s

Advertising Agency: Arnold
City/State: Boston, Mass.
Chief Creative Officer: Pete Favat
Creative Directors: Wade Devers, Wade Paschall
Associate Creative Directors: Lee Walters, Chad Leitz
Executive Producer: Billy Near
Assistant Producer: Reaghan Puleo
Account Director: Chris Ferko
Business Manager: Maria Rougvie

Production: Brand New School
City/State: Bicoastal, USA
Director: Jonathan Notaro
Art Directors: Mario Stipinovich, Eric Conception
Designers: Ricardo Villavicencio, Stephen Kelleher, Emmett Dzieza
CG Lead: Vadim Turchin
3D Animation: Eric Concepcion, Han Ho, Mike Garcia, Walter Lubinski, Kim Kehoe, Andre Salyer, Carmine Laietta, Adam Rosenzweig, Dave LoGiudice, John Kalagian
2D Animation: Stieg Retlin
Storyboard Artists: Will Rosado
Compositor: Eric Concepcion, Dave LoGiudice, Michal Finegold
Executive Producer: Danny Rosenbloom
Head of Production: Devin Brook
Producer: Toby Sowers, Mike Sullo
Production Coordinator: Ilona Klaver

Original Music: The Lodge
City/State: New York, NY
Creative Directors: Eric Hillebrecht & Colin Thibadeau
Composer “Tennessee”: Ronan Coleman
Composers “Old Number 7”: Alex Weinstein
Composers “Proud”: Demian Sims
Executive Producer: Sallie Moore
Producer: Heather Weisberg


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