Creative Direction - 360 Campaign
To create a cohesive campaign that authentically connected Jack Daniel’s, the NBA’s official spirits partner, with the basketball and sneaker community. The campaign needed to highlight three distinct sneaker designs inspired by Jack Daniel’s product line while telling a story that blended craftsmanship, culture, and creativity.
360 BRAND CAMPAIGN
EXECUTIVE PRODUCER
COMMERCIAL DIRECTION
ANIMATION DIRECTION
TALENT MANAGEMENT
OVERVIEW
Background
As Art Director at The Shoe Surgeon, my role was to help major brands reach our audience in ways that felt genuine to sneaker culture. Jack Daniel’s collaborated with us to design three unique sneakers — the Black Court (inspired by Jack Daniel’s No. 1), the White Tennessee Honey, and a Rustic Brown Friends & Family pair. The Friends & Family edition was gifted in a custom safe, symbolizing Jack Daniel’s heritage and its legendary recipe kept under lock and key.
Objective
As Art Director at The Shoe Surgeon, my role was to help major brands reach our audience in ways that felt genuine to sneaker culture. Jack Daniel’s collaborated with us to design three unique sneakers — the Black Court (inspired by Jack Daniel’s No. 1), the White Tennessee Honey, and a Rustic Brown Friends & Family pair. The Friends & Family edition was gifted in a custom safe, symbolizing Jack Daniel’s heritage and its legendary recipe kept under lock and key.
Objective
I art directed a full 360 campaign, including a hero film, three “Behind the Design” videos, three sneaker montage reels, and social gifting videos for influencers. Because Jack Daniel’s was our largest partner, they built a custom bar inside our creative studio, which became a centerpiece of the production.
The hero film opens in a barbershop — a place of storytelling and community — where a man recounts a surreal dream: he follows a glowing, fairy-like bee to a safe containing a white court sneaker that gives him incredible skill. As his dream unfolds, he pours a shot of Jack Daniel’s No. 1 into the black court sneaker, symbolizing power and inspiration. When he snaps back to reality, he finds himself at the Jack Daniel’s bar alongside The Shoe Surgeon, both wearing the exclusive Friends & Family pair.
Each scene was crafted to highlight the design, history, and spirit of each shoe while reinforcing the connection between Jack Daniel’s craftsmanship and sneaker artistry.
Results
The campaign successfully united storytelling, brand heritage, and product design into a single cohesive experience. We maximized each production day to capture all photo, video, and social assets — completing one hero film, three behind-the-design stories, three sneaker montages, and influencer gifting videos within the same shoot window.
The partnership strengthened Jack Daniel’s connection to sneaker culture and amplified The Shoe Surgeon’s role as a bridge between luxury design and authentic community storytelling.
reinforcing the connection between Jack Daniel’s craftsmanship and sneaker artistry.
Results
The campaign successfully united storytelling, brand heritage, and product design into a single cohesive experience. We maximized each production day to capture all photo, video, and social assets — completing one hero film, three behind-the-design stories, three sneaker montages, and influencer gifting videos within the same shoot window.
The partnership strengthened Jack Daniel’s connection to sneaker culture and amplified The Shoe Surgeon’s role as a bridge between luxury design and authentic community storytelling.