Jack directed this photography campaign for Jameson Black Barrel. The goal was to create a large bank of imagery that captured Black Barrel being enjoyed and consumed in many relatable circumstances. These covered birthdays, paydays, nights out, dates and more. 

In pre-production, Jack would develop the concept and oversee casting, wardrobe, locations and brand tone of voice. 

Scenes were written for the cast to act out, and over two days and three locations, Jack worked with photographer Rich Gilligan to create these images that felt natural, authentic and perfect for social. 

The campaign also had to work in multiple markets including India, South Africa and Ireland.