ABOUT

Arnold Boston wanted to create imagery for the new Jack Daniels brand: Jack Daniels Fire. The client wanted to avoid overworked CGI while drawing upon the organic nature of fire.

We used our Digital Scouting service to pre-plan the shoot and help determine requirements of the studio and talent configuration so we could maximize time during the shoot. We shot over four days in a Brooklyn warehouse with 40’ ceiling voids to separate the camera from heat issues while we captured a range of fire intensities and manipulated hot coals into various shapes.

A Taylor James creative director led the production from concept to completion, and our internal photographer photographed the elements needed to build the images in post. This campaign was built for print and was layered for flexibility to create rich media banner assets.