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Cosy Christmas Hub for Jack Daniels


Arnold Furnace brings a taste of Lynchburg to Australia

Cosy Christmas Hub for Jack Daniels

Jack Daniel’s has a rich and immersive history which centers around their Lynchburg distillery in Tennessee – America’s oldest registered distillery.  This hub aims to bring some of the tradition and stories behind the brand a little closer to home for everyone in Australia.  To entertain, delight and educate, giving fans of the brand a chance to wander round the distillery and learn a little bit more about how Jack becomes Jack and to experience some of the Lynchburg magic at this time of year.

Jack’s values are based on doing things the right way rather than the easy way, with an unwavering commitment to craft. Arnold Furnace has created an immersive, interactive hub that reflects those values in everything from the papercraft look and feel, all the way through each individual piece of content.


Tom Spicer, Executive Creative Director of Arnold Furnace said, “Jack Daniel’s is one of the world’s most recognized and respected brands.  From a creative perspective it’s one you love to work on because it shares the same passion for craft as all good creative departments and it’s fair to say this has been a labor of love for the agency and all our partners.  Massive shout out to Cream for bringing the 3D environment to life and to Newism for their digital design and build expertise, not to mention delivering it on time, in such a short space of time.”


“The Jack Daniel's Christmas digital hub is a truly immerse experience built on the principles of what the brand has become famous for – beautiful craft, story telling and sociability. It’s one we’re all very proud of,” added Luiz Schmidt Brand Manager.


Arnold Furnace team:    

ECD:             Tom Spicer
Creatives:         Luke Duggan, Helen Macdougall & Cameron Brown.
Head of Digital:     Cairo Walker
Senior Digital Producer:     Anneke Rose 
Production Design:    Warrick Nicholson
Design:        Nic Adamovich
GAD:             Michael Stevenson
Account Manager:     Natalia Kowalczyk
Digital Designer:     Jonathan Miranda
Traffic:         Heather Wright
Creative Technologist:    Glen McPherson

Agency Partners:
Illustrator:        Kevin O’Donnell via The Drawing Book Studio
3D Texture Mapping, Environment Modelling & Animation:  Cream Studios
Digital Design, Build and Development: Newism

Project lead: Wayde Christie
Technical lead: Leevi Graham
Design: Ben Lidgard
Development: Iain Henderson, James Nowland


Luiz Schmidt:  Brand Manager, Brown Forman


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