Old Fitzgerald Bottled-In-Bond
ART DIRECTION, DESIGN, MOTION GRAPHICS

With 120 years of heritage, Old Fitzgerald had become beloved yet increasingly unattainable. The challenge: reconnect with a broader audience without diminishing its exclusivity.

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  • Introduce the 7-Year Bottled-in-Bond as an ultra-premium yet attainable expression. Anchor the brand in hospitality and timeless style, through an “elevated nostalgia” aesthetic.

  • Distinctive assets—sash, shield, key, and bottle—became bold design tools across digital, social, print, and retail. Retro-inspired photography, curated sets, and film-like treatments gave the campaign a modern vintage voice. The tagline “The Pleasure Is Ours” carried hospitality across every touchpoint.

  • Old Fitzgerald re-emerged as aspirational and approachable. Engagement rose across digital and retail, securing relevance with new audiences and reaffirming the brand’s place in the ultra-premium bourbon space.

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We modernized the timeless charm of Old Fitzgerald’s 1950s–60s print heritage through a painterly aesthetic that blended contemporary scenes with vintage warmth. A rich palette of deep greens, bold reds, opulent golds, and vibrant turquoise accents set the tone for an immersive atmosphere of sophisticated indulgence.

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Patterns and Textures
A system of patterns and textures were created that carried seamlessly from packaging and print to digital and social, giving the brand a consistent yet flexible visual language across every touchpoint. Each look was concepted, tested, and then brought to life in collaboration with set designers and stylists — extending into wallpaper, velvet bag embellishments, bespoke coasters, and branded scarves and apparel.

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Moodboards Preproduction
This campaign focused on blending heritage with a modern, high-fashion editorial aesthetic. Through rigorous pre-production, we developed a distinct visual language that utilizes a warm, cinematic grade and lifted blacks to evoke a timeless feel. These preliminary comps and mood boards served as the blueprint for the final "The Pleasure is Ours" creative, ensuring every scene felt both aspirational and authentically grounded in the brand’s storied legacy.

Collaborators

Agency: Method 1
Photographer: Chelsea Kyle
Stylist: Erica Lutz
Food Stylist: Drew Aichele