Jack Daniels

Jack Daniel’s Does New York
Jack Daniel’s invited me to develop an NYC art initiative rooted in borough pride—creating custom illustrations inspired by the character of the city’s iconic regions. The work translated local culture into a collectible visual series that lived directly in the streets and retail environments where the brand shows up.

Challenge
Create distinct pieces for Manhattan, Brooklyn, Queens, The Bronx, Staten Island, and Long Island—each reflecting the identity of its neighborhood while staying true to Jack Daniel’s heritage, craftsmanship, and brand standards. The artwork needed to scale across barrels, retail displays, and out-of-home placements across the city.

Work
Created custom illustrations for six NYC regions and delivered production-ready artwork for print and barrel applications. Developed supporting design assets for retail displays and outdoor campaign placements to ensure the series stayed consistent across formats.

Results
The initiative drove strong community response—retailers reported enthusiastic engagement, and fans collected each borough barrel as a local keepsake. The campaign sparked social sharing and neighborhood pride, blending NYC culture with Jack Daniel’s timeless craft.

‍