Gunpowder Rye Whiskey

Challenge: New England Distilling’s Gunpowder Rye Whiskey is another small batch craft spirit in a crowded market of small batch craft spirits.

Breakout Solution: Use the namesake material (gunpowder) to create a visually arresting campaign that proves the true value of a craft spirit is its potential for variation and its ability to create new memories every time it’s shared.

Look & Feel: We ignited the gunpowder on canvas to recreate brand iconography in an explosive new way. The resulting images and footage were then digitally distilled and coupled with playful metaphors, all locked up neatly in a conservative font pairing that lets imperfection shine.

No two batches are exactly alike—and no two drinks ever the same.

Copywriter: Andrew Lepere

Videographer: Dean Coots

Photographer: Tiffany Shepperd

Art before digital distillation, gunpowder on 6' x 8' canvas.

After digital distillation.

gunpowder_2.jpg
gunpowder_1.jpg
gunpowder_3.jpg

Process:

:30 spot