As Senior Creative on the Jack Daniel’s account, I led brand storytelling across every touchpoint, digital, physical, and experiential.

One of my standout projects was designing The Jack Daniel’s Experience, an immersive festival activation that brought the soul of Lynchburg, Tennessee to life at major music and cultural events. I developed the games and event mechanics that drew crowds in, transforming casual brand encounters into memorable moments that deepened consumer loyalty. Now with 11 years on the road, the Jack Daniel’s experience has rolled out over 18 countries and 41 festivals!

Beyond the festival circuit, I engineered Point of Sale activations for bars and retail environments, everything from in-bar games and competitions to custom materials that blended storytelling with strong calls to action. I also contributed to packaging and promotional content across the Jack Daniel’s portfolio, including Gentlemen Jack, Tennessee Honey, and Single Barrel. My copywriting appeared everywhere from bottle neck tags to booklets, billboards, and the brand’s web and social presence.

To support year-round sales, I worked closely with mixologists to develop a seasonal cocktail range that positioned Jack as a summer staple, not just a winter warmer. This strategic push helped the brand maintain relevance (and revenue) during slower seasons, showing that whiskey could be just as refreshing over ice in July as it is neat in December.