Jameson - Must Be A Jameson* Red Equipment - Life’s Better By The Water * Under Armour - Shadow Elite 3* Under Armour - Say Less* lululemon - Dedicate Yourself* Berghaus - Trail Classics* Timberland - This is Our Outdoors* Under Armour - Armour Up* Berghaus - Freeflow* GO Sport International - Go Further* lululemon - Travel* Berghaus - Have A Field Day * Under Armour - Shadow Elite 2* O'Neill - Chill Seekers * GO Sport x adidas - Go Further* Berghaus - Nature Is Our Neighbourhood * adidas - Play Until They Can't Look Away* Coors Banquet - 150th Anniversary* Berghaus - Technical Lifestyle Spring 23* Haglöfs - L.I.M. Z|T* Under Armour - Own The Grind* O'Neill - First Name In The Water* Haglöfs - H DOWN* Timberland - Adventure Ready* Timberland - Chase The Light* GO Sport - Go Further: Running* Timberland - All For Nature, Nature For All* The North Face - Advanced Mountain Kit* ASICS - Technology Films* Under Armour - HOVR™ MEGA 2 CLONE* The North Face - VECTIV™* Under Armour - Iso-Chill* Baked Stories - Luca Beradino* Under Armour - Back Yourself* The North Face - Retro Himalayan Parka* Under Armour - Homegrown Champion* Haglöfs - Mimic Graphene* Haglöfs - Duality - Part 2* Haglöfs - Duality - Part 1*
Jameson - Must Be A Jameson
Apr 3, 2025
Production, Post-Production
In a drinks market off its head with the mundane, we set out to make Jameson the exception through engaging social content to support their TVC work.

The Challenge

Jameson needed a narrative that transcended the tired clichés of the drinks market. We fused our passion for sport and cinematography with an authentic celebration of UK pub culture to reflect the raw emotion on the pitch and in the pub, where every handshake, every beer mat flip, and every shared cheer tells a story of genuine camaraderie.

The Way In

Our approach was end-to-end, weaving together the Jameson brand platform and wider TVC approach with social creative development and an innovative production ethos. Key to our strategy was the fusion of:

  • Cinematic techniques: leveraging natural motion blur, match cuts, and a blend of POV and hand POV shots to create seamless transitions from the adrenaline of a football match to the warm embrace of a British pub.
  • Innovative production: using an arm and helmet rig we ensured that the product—the Jameson bottle and branded elements—remained front and centre, all while delivering an immersive, visceral viewing experience.
  • Colour & lighting: Drawing on the naturally warm palette of UK pubs, we pushed contrast and infused a bit of film grain to give each frame an authentic, cinematic quality.

The Creative

We started on the football pitch, capturing the fierce energy and rapid-fire action as goals were scored in quick succession—each moment meticulously edited to reveal the artistry of a smooth transition.

In the pub, our camera didn’t merely document the scene—it interacted with it. Social-first camera framing and dynamic hand shots brought the viewer into the centre of every moment. Whether it was a fist bump signalling mutual respect or a spontaneous cheer over a perfectly timed beer mat flip, each cut was designed to capture the natural, unscripted energy of authentic British socialising.

The energy, authenticity, and innovation translated into significant uplift in brand sentiment and engagement metrics, proving that when you mix fearless creativity with strategic precision, the results are anything but middle-of-the-road.

By throwing out the safe playbook and embracing the messy, brilliant reality of real-life passion, we transformed Jameson into a brand that feels as essential as that perfect pint in your local.

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