Jim Beam
Bringing Heritage Storytelling to Modern Audiences
As part of the creative team supporting Jim Beam, I contributed to integrated campaigns spanning content creation, social media, digital design, merchandise, and large-scale brand partnerships. One of the most notable initiatives was a collaboration between Jim Beam and U.S. Soccer, where we developed a long-form content series exploring the unexpected parallels between bourbon making and the game of soccer. The campaign featured soccer legends Clint Dempsey and Ali Krieger alongside the father-and-son duo behind the Jim Beam legacy, blending craftsmanship, tradition, and passion through authentic storytelling. In addition to the content series, I supported the broader partnership through experiential activations, including pre-match events featuring branded environments, custom signage, and curated cocktail experiences, as well as creative assets for on-field stadium signage during the match itself.
Beyond campaign development, I worked across paid and organic social content, website and digital assets, banner design, merchandise initiatives, and high-production-value seasonal campaigns. My role frequently extended from concept development through execution, helping bring Jim Beam's iconic heritage to life across multiple consumer touchpoints.
Newsprint Americana
To support the launch of Jim Beam's merchandise collection, we leaned into the nostalgic aesthetic that consistently resonated with our audience. Partnering with a specialized artist, we created a series of vintage-inspired advertisements using scanned imagery, typography, textures, and graphics to recreate the look and feel of classic newspaper and catalog ads. The result was a campaign rooted in Americana and nostalgia, showcasing new merchandise through a modern interpretation of classic Americana.
Beyond the Bottle
A major focus of my work on Jim Beam was helping evolve the brand's social presence into a lifestyle-driven platform rooted in heritage, culture, music, sports, and modern Americana. Through updated social guidelines, creative direction, and content development, we moved beyond traditional category conventions to create a more distinctive visual identity and storytelling approach.
From concepting and art direction to content production and execution, I developed both paid and organic creative across a variety of campaigns, helping bring the Jim Beam brand to life in a way that felt authentic, culturally relevant, and engaging for a new generation of consumers.
Agency: PXP Studios
Creative Director: Dina Zolin
Art Director: Ana Greik
Photographer: Tyler Rizzuto