Russell's Family Reserve
Russell's Reserve was never just another high-end bourbon maker. At the onset of our collaboration, we came to learn that the name of the company was in fact Russell's Family Reserve and we intended to make this component of their story center around just that---family. What many bourbon drinks may not know is that each barrel has a personal story and is hand-selected by a Russell family member. We worked directly with members of the Russell family to capture the voice and legacy of the brand. We traveled around the country with Bruce Russell, one of the youngest members of the Russell family, to meet likeminded makers who took the same consideration and care into crafting their products. Our efforts resulted in a campaign that was able to engage and attract more millennials and tell a story that was so much more than a beverage.