Jack Daniel's Spot Advert - Director's Cut

Stoked to share this spot advert! Jack Daniel’s Director's Cut where I’ve had a full creative freedom on audio and I wanted to drive hard into Guy Ritchie's aesthetic. Raw, gritty, visceral.

I recorded custom guitar and found-object foley, pushed them through heavy compression, distortion, unconventional delays, reverbs and tape saturation. I sculpted sounds further with transient shapers and unaplogetic EQ curves (because why not lol). To my surprise, driving the input on an EQ 73 emulation added a nice preamp character to several elements which I extensively utilized. Layered sci-fi and electric guitar textures with no on-screen origin which to my benefit helped building a non-diegetic excitement that really served the piece.

The real challenge was tone hunting: gritty and tactile without overbearing the picture, while allowing certain shots to take full focus in non-diegetic aspect. I reused my custom recordings throughout sections as a ‘glue’ which helped to gel rapid visuals, giving the whole piece a coherence that holds up even as the edit accelerates.

The approach sits somewhere between tight picture sync and non-diegetic sounds to create a visceral feeling.

Let me know what you think of it!