Since 2017, Jack Daniel Distillery has invited a class of bartenders to Lynchburg to ‘live’ at the distillery for a handful of days, experience their whiskey process from start to finish, and to meet some of the people who make what’s in the bottle. This invite only, exclusive access event is aptly named Jack Backstage.

Our Challenge

From the beginning, Jack has found value in a true story told by real people. The experience at Jack Daniels is nothing less than authentic, and the Jack Backstage event is no different. Our goal was to document the true story experienced by the real bartenders who have been invited to share in this special event, as well as the unique people and places they got to know on their journey.

"We have a challenge with how much Lynchburg has been documented over the years. Generally audiences feel that they know everything about it. With every chance we have to film there, we aim to show people a new angle, and refresh their eyes. In this experience, we had the ability to share the point of view of the bartenders, and see Lynchburg through their perspective.”
- Brett Marshall, Executive Director of Production

 The Approach

A great story takes time to develop. We allowed for that by being fully present during every activity. We wanted to capture the nervous excitement in the beginning to the emotional goodbyes at the end and the friendships that form in between. And, we focused on the three aspects in the story - the Bartenders, the Location, and Discovery.

Bartenders are known for their craftsmanship and attention to detail, not unlike the folks from the Jack Daniel Distillery. Slowing down, if only for a few days, they would be able to focus and glean as much information as possible about the world’s number one whiskey. We would be there every step of the way to document the sharing of knowledge and camaraderie.

Place becomes a lead character much like the people we follow. It is the stage where the story unfolds. Lynchburg is a town unlike any other, and we needed to find the nuggets that make it feel familiar, and yet intriguing. The first person narrative of the bartenders would make it more relatable than a traditional lecture.

 As bartenders converged on the distillery, discovery would be the theme of their time together. From the exploring the Airstreams, to Lynchburg, to the Motlow cave, there were endless exciting moments to capture their journey.

 Results

It was important for Jack that the campers leave feeling excited, renewed, and ready to tell the world about Jack Daniels. And, that they had a great experience where they met new people and made life long connections. Our recap video needed to act as a camp ‘yearbook’, reminding them of everything they saw and heard, and sending them off with encouragement and support as Jack Daniels ambassadors.