In what is quickly becoming an annual tradition, we worked with independent artists in Berkeley, CA; Austin, TX; and Brooklyn, NY, to create five posters centered around the theme of Independence.
Here, Brooklyn native Jon Contino uses a combination of screen-printing, watercolor and hand-drawn typography to create the art for the Jack Daniel's Independence Day campaign. The finished work was later photographed to create the art for print ads, posters and large-scale outdoor murals.
The poster reads: "CRAFT. THE HANDMADE. THE SWEAT. FOLLOWED BY THE TEARS. WHERE THE DEVIL AND DETAIL RUN SIDE BY SIDE. AND THE MOST IMPORTANT INGREDIENT IS PRIDE. WHERE NOTHING IS TAKEN FOR GRANTED AND QUALITY IS KING. WHATEVER HAPPENED TO CRAFT? THANKFULLY, NOTHING."
Client: Jack Daniel's Tennessee Whiskey
Agency: Arnold Worldwide, Boston
Chief Creative Officer: Pete Favat
Group Creative Director: Wade Devers
ACD/Art Director: Travis Robertson
ACD/Copywriter: Greg Almeida
DP: Nate Laver
Producer: Ben Ouellette
Artist: Derek McDonald @ Golden West Sign Arts
Director of Global Marketing: Carmen D'Ascendis
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