Jameson
Jameson has always had a voice. The challenge was evolving how that voice shows up in the US without losing its Irish wit. Moving the brand from a starter whiskey to something that brings people together. The work focused on building a social and campaign system rooted in wit, optimism, and a sense of connection. Content that felt thoughtful, well crafted, and relevant to how people actually engage day to day.
As creative lead, I helped define that voice from the ground up, directing both copy and visual storytelling across social, paid, and campaign work. The result was a shift in how the brand showed up and who it reached. Growing a new audience, increasing engagement, and expanding the role Jameson plays in culture.
Jameson Holidays
The holidays are meant to be perfect. They rarely are. Cookies burn, plans fall apart, and something always goes a little off. But those are usually the moments people remember most. This campaign leaned into that idea. Celebrating the imperfect, slightly chaotic side of the holidays and showing how those moments bring people closer.
Through a more cinematic approach, the work carried Jameson’s voice into a larger story. One rooted in connection, humor, and the idea that things don’t have to go perfectly to feel right. Here’s to a smooth holiday.
Social Videos
Jameson Summer
Whiskey isn’t usually the first thing people reach for in the summer. That was the opportunity. This campaign focused on making Jameson part of the season by introducing a simple, refreshing serve. The Jameson Ginger and Lime. Built around ease and social moments, the work positioned the drink as something you can make anywhere, share with anyone, and come back to all summer long. A shift from occasion-based drinking to something more everyday. Lighter, more approachable, and made for warm weather.
Jameson Orange - Pinterest Takeover
Most whiskey campaigns target people already looking for whiskey. This one didn’t. To introduce Jameson Orange, the idea was to meet people where inspiration happens. Not just in drinks, but across culture, food, fashion, and design.
Using Pinterest search behavior, the campaign took over the color “orange.” Showing up in unexpected places like recipes, aesthetics, and everyday searches, and turning discovery into something more playful and surprising. The result was a new way for the brand to reach people who weren’t actively looking for whiskey, but were open to discovering something new.
Social Content
My Role:
Creative Lead across the Jameson account, overseeing concept development, campaigns, and ongoing content.Defined the tone of voice for US social, directing copy and shaping a voice rooted in Irish wit for an American audience.
Led visual storytelling across campaigns while managing a team of six creatives across copy, art direction, design, animation, and illustration. Partnered with freelancers and production teams to oversee shoots, edits, and final delivery. Helped build the creative systems and workflows needed to scale content across social, digital, and campaign work.