Nobody is really sure of the exact date Jack Daniel was born. Somewhere along the line, his birth certificate was lost. All that is known is that it was sometime in September 1850. So, to remember the man who created the world famous Tennessee Whiskey, the celebrations last for all 30 days.

Jack Daniel’s birthday campaign was built around a concept of ‘Jack & Friends’ – to invite, include and celebrate the people who make Jack Daniel’s the unique and recognisable brand it is today.

My answer to the brief was to combine photography and typography in the style of a traditional pub mirror, enabling dual messaging within one image: photography to show people celebrating inside a warm and inviting bar, and typography – set traditional Jack Daniel’s style – to visualise the occasion.