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Arnold again asked NORTH to produce some music for Jack Daniel’s.

This time around it is was for a new holiday spot, and as always it was a blast to work on. Thanks again Arnold!

The VFX were produced by the super talented crew at BrickyardVFX in Boston. If you want to elevate the experience, before you press play, crushing up part of a candy cane and dissolve it into a flask of Jack Daniel’s Single Barrel. Some would think this blasphemy, but not the folks at the distillery. I think around there it’s called seasonal cold medicine.

The original, iconic Jack Daniel’s print campaign lasted fifty years and set the bar for true brand loyalty. It did not, however, survive the changing media landscape. For over twelve years with Arnold Worldwide, North ECD Mark Ray shepharded new creative evolutions for a global campaign that kept with the brand’s authentic values. The brand is now the world’s largest selling whiskey, valued at over $8 billion in equity.

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Music is perhaps the most powerful, vital human language. That may also be now true for brands. Either way, it flows so deeply through Portland and our own dna that when we’re not channeling it through brands, we’re designing posters for local shows and packaging for bands we love.

The goal was to launch Lizard Lounge to Portland as more hangout than traditional retail space. The result: this identity package culminating in a postcard homage to the serious art of lounging.