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Jameson Whiskey | The New Fashioned
"The New Fashioned" Creator Campaign
Content Campaign
Creative Lead
2024
8 Creator Videos
1.3M Video Views
20K Engagements
1K Shares & Saves
About The Project:
Jameson tasked us with creating a content campaign that would bring their Black Barrel whiskey front-of-mind for a new generation of drinkers. To do so, I developed a creator-led campaign crowned "The New Fashioned" that explored contemporary twists on the classic Old Fashioned cocktail. We partnered with a dynamic mix of local designers, photographers, musicians and bartenders to reimagine tradition through a modern lens.
The campaign spotlighted the artistry behind the new cocktail culture, with each collaborator interpreting “The New Fashioned” in their own medium - from custom glassware and stylized shoots to curated playlists and signature serves. This campaign brought Jameson into fresh social spaces, bridging heritage with innovation and sparking discovery among younger audiences.
