"Old N°7" is the first spot from Jack Daniels "Label Story" campaign by Brand New School under the direction of Jonathan Notaro. Even if this kind of project is unthinkable to us (alcohol advertising is forbidden in France), the film deserves to be featured. It looks like a journey into the brand's world, inspired by the film noir and an adventure story.

The cinematic atmosphere just as the logical choice of black and white increase a feeling of nostalgia transcended by modern creative direction. The label's filigree come to life and become the leitmotiv of the story: first like a smoke from a train, then like air from a roll of dice and finally like an umbrella decoration before returning on the bottle. The eye is captivating over the sequences by the stunning transitions, the delicacy of design and the control of Brand New School. This story has all the finery of a great one…

Two additional spots, "Tennessee" and "Proud" are to follow in early 2010.

Credits

Campaign: Jack Daniel's "Label Story"
Spot Titles: "Old Number 7" :30
Client: Jack Daniel's

Director Brand New School: Jonathan Notaro

Production Brand New School, New York
Executive Producer: Danny Rosenbloom
Art Director: Mario Stipinovich, Eric Concepcion
Lead Designer: Ricardo Villavicencio
CG Supervisor: Vadim Turchin
3D Animation: Eric Concepcion, Han Ho, Mike Garcia, Walter Lubinski, Kim Kehoe, Andre Salyer, Carmine Laietta, Adam Rosenzweig, Dave LoGiudice
2D Animation: Stieg Retlin
Compositors: Eric Concepcion, Dave LoGiudice
Storyboard Artists: Will Rosado
Head of Production: Devin Brook
Producers: Toby Sowers, Mike Sullo
Production Coordinator: Ilona Klaver
Agency Arnold, Boston
Music The Lodge