Mr. Jack’s Birthday - Jack Daniels

Jack Daniel’s was being introduced to the Dominican Republic. A very competitive market since there’s a long tradition of Rum consumption and Scottish Whiskeys. The idea for the launch was to take advantage of Halloween, a holiday that no Dominican brand utilizes, celebrate the 162 years of existence of Jack Daniels and pair the experience with 2 Dominican American performers. A theme of vintage horror films was established and I went on to design a series of movie titles with the performing artists names and slogans. These images were composited on a live VJ software called Modul8 and projected over the stage where the artist performed to create an immersive theatre like experience.