Simi Mahtani
Art Direction & Design
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Jack Daniel's Lynchburg General Store Collateral

For one week only, Jack Daniel’s is bringing some Lynchburg flavor to the Big Apple with a pop-up general store in honor of the Distillery’s 150th Anniversary. With a barber shop, barrel-making, southern food, daytime concerts and a virtual reality experience highlighting Jack Daniels’ history as America’s oldest registered distillery, visitors needed a way to learn about Jack Daniel’s and Tennessee's finest.

Design & Copywriting: Simi Mahtani
Art Direction: Sasha Zaitsev
Creative Direction: Allison Rosenwinkel
Agency: Mirrorball

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