MONOGRAM AND COOPERS' CRAFT BOURBON
When Brown-Forman, the maker of Jack Daniel’s, introduced their first new bourbon brand in 20 years, they asked agency WeHolden to tell its story. The result is a beautiful new brand film directed by Monogram’s Erich Weiss and edited by Dave Bauer. "Coopers’ Craft: Our Barrels, Our Bourbon" celebrates Brown-Forman’s distinction as the only major distillery to make their own barrels, as well as the skilled team of Kentucky coopers who hand-make them.
Skilled teamwork is nothing new to director Weiss and editor Bauer, having collaborated on several other brand films, particularly in the food and beverage category. When a director and editor know each other’s sensibilities as well as these two do, it makes the process smoother, the work better and the story richer – like a great glass of bourbon.