In the spirit of Pride Month, Jack Daniels was inspired to create an LGBT campaign that was fun, vibrant, and aligned with their philosophy of "Live Respectfully. Enjoy Responsibly." The FCB Chicago creative team sought Steelworks to help with building a bar environment that integrated the iconic Jack Daniels bottle with the polychromatic colors of Pride. Steelworks produced a set of two static images and an animation for digital and social content use, creating the product and environment entirely in CGI. The final campaign, with the playful use of neon and the subtle light refractions of Pride colors on the bottle, was completed in under 2 weeks. A proud and happy moment for both Steelworks as well as the agency and client teams! 

 

Agency

​

FCB Chicago

​

Client

​

Jack Daniels

 

Process 

 

CGI / Animation

​

​