Make It Count

What Campaign

Where Soundvenue Studio

How Creative direction, design, UX


Jack Daniel’s supports new artists in the making. As a young and bold artist it can be hard to stand your ground, let alone find it. In a business where you have to make every day count, failure may loom large. A helping hand can offer just the difference between making or breaking. We are here for every artist who tries to stay true to their independent spirit, while also making it big. That moment, just before going on stage – Jack would say “stand proud,  you’ve got this”.

Jack Daniel’s is just about as close to the music as you can get, without actually making the music. Artists and fans alike across rock, rap, reggaeton, and more have proudly carried Jack onstage, backstage, and front of stage for decades. So far, the campaign has presented Iomfro, Kingtommi and Papa E – who are all releasing new music presently.

The Soundvenue X Jack Daniels collab gave us relatively free hands to play with the brand. We used large custom type, video, animations and icons to bring the concept to life. The art direction builds on the core values of individuality, humility, authenticity and inner strength. The new icon set draws on a 90s 8-bit video game style and enforces the idea of play.

The result was a partner feature and assets for socials including reels, competitions and quotes from the artists – who also got to pick their favourite cocktail. The campaign will continue into 2025 with collaborations with music festivals and live events.