Pitchfork + Jack Daniels

Understanding music through the lens of whiskey is how we know humanity has finally evolved to the peak of its powers.

CHALLENGE:

Place Jack Daniels’ ingredients in the center of a story about music and sound for Pitchfork’s discerning audience.

SOLUTION:

Sanborn teamed up with long time client Conde Nast Entertainment to concept and execute a series of cymatic acoustic / visual experiments with Jack Daniels’ ingredients triggered by an original song from DJ/Producer FaltyDL. We followed the crew creating those experiments in a behind-the-scenes documentary. Since a great song deserves a great music video, we made one of those too.

A lot of logistics needed to be considered for this project and Sanborn was there for every step. Experiments needed to be camera tested before production began to determine the best ingredients, frame rates, shutter speeds etc. Keeping Pitchfork and Jack Daniels’ overall campaign in mind was necessary down to every technical and aesthetic detail.

Client
Pitchfork

Launch
Watch the Video

Roles
Scripting
Storyboarding
Location Scouting
Directing
Cinematography
Post Production

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