Pinhook Bourbon
2024
New York
Pinhook is a Kentucky Straight Whiskey brand that defies conventional norms, from its distinctive label design to its vintage-inspired approach to blending whiskey. As the Lead Creative at Pinhook Bourbon, I define and guide the brand's creative vision. My role involves leading our external social and digital agencies, writers, and other creatives to develop innovative content across various media, while also being the hands-on creator for visual assets in both consumer and trade marketing. My priority is to ensure that all creative work aligns with the brand's identity, messaging, and business goals, while consistently pushing boundaries to produce high-quality, impactful work.
Run Your Own Race
TV and Social Campaign
2024
Following the launch of Pinhook’s new tagline, a collaboration with TikTok stars The McFarlands led to the creation of a humorous mockumentary centered around Hobby Horsing for the Run Your Own Race campaign. In this ad, Dan McFarland takes on the role of Harry "The Hoof" Henderson, a retired champion who now trains his sons. The blend of humor and heart exemplifies Pinhook's ethos of individuality.
Hobby Horsing, while seemingly an unconventional fit for a bourbon brand, serves to underscore Pinhook's unique approach amidst the traditional whiskey advertising landscape. As Creative Director for this campaign, my mission was to emphasize values of fun and authenticity, which are integral to Pinhook's bourbon-making philosophy. The overarching goal was to enhance brand awareness while demonstrating that Pinhook, despite its traditional roots, embraces a lighthearted attitude toward bourbon.
VIDDY Gold winner for Commercial Creative
ADDY Gold winner for Internet Commercial Campaign and Judge’s Choice
Brand elevation
Label redesign
Pinhook stands out in American whiskey by treating each batch as a unique vintage influenced by natural ingredient variations. They craft small batches, adjusting proof to emphasize each group of barrels. To help identify expressions across vintages, Pinhook uses a visual language inspired by jockeys' silks, with changing geometry and racehorses yearly, while colors indicate product types. Noli Novak, an artist for the Wall Street Journal, illustrates these racehorses. For 2024, my task was to redesign the labels to improve visual communication and optimize space.
Previous Design
New Design
To continue our goal in elevating the brand, I collaborated with Decimal Studios to redesign Pinhook's website, emphasizing storytelling to connect with our audience and enhance the visual experience. The new site showcases our products' history and breadth, deepening visitor engagement and making the Pinhook experience more immersive and memorable. Visit pinhookbourbon.com to see the full site.
2025 Webby Award Honoree for Best of the Internet in the Food & Drink category.
2025 Derby Campaign
Run Your Own Race
2024
In the 2025 derby campaign photoshoot, I aimed to showcase the Pinhook brand by blending traditional derby style with modern scenes. The bar segment displayed stylish cocktail setups, lively decor, and colorful outfits that captured the stylized nature of derby celebrations. Meanwhile, the home setting highlighted how entertainers can bring derby flair with a Pinhook spin into their own spaces. By combining these two environments, we demonstrated how to host a derby party that embodies the charm and elegance of Pinhook. These materials were used for both digital and print formats and contributed to a collaboration with InsideHook.
2024 Vertical Series Rye 8yr Launch
Beyond the Palate
2024
For the launch of Pinhook's premium 8-Year Vertical Series Rye, I led a social campaign that went beyond the traditional tasting experience, exploring the deeper, more personal moments that whiskey can evoke. This approach resonated with both connoisseurs and casual drinkers, creating a universally relatable experience for all whiskey enthusiasts. To underscore the uniqueness of this release, I chose to direct the campaign in full black and white—a striking departure from our typically colorful portfolio. This decision not only elevated the campaign's mood but also highlighted the iconic silver wax of the product, setting it apart and emphasizing its premium quality.
The campaign featured an experiential tasting video with our Master Blender, Sean Josephs, influencer-led sampling, and a blind-tasting pop-up event that guided attendees through the journey of our Vertical Series Rye releases, from 4-year to 8-year.
Maison Premiere X Pinhook
Beyond the Palate
2023
Pinhook and Maison Premiere announced a partnership in fall 2023 to blend premium whiskey with their unique dining experience. I directed the partnership video, creating a visual narrative that reflected both brands' commitment to quality. This collaboration emphasizes the synergy between Pinhook's spirits and Maison Premiere's culinary art, inviting consumers to enjoy a sensory experience celebrating craftsmanship and creativity.
The team
Creative Director Alex Bausch
Hobby Horse Copywriter Catherine Retica
Hobby Horse Video Team Colin O’Daniel | Noah Lyons | Justin Gustavison
Derby Photographer Colleen Geunther
Vertical Series Rye | Maison Premiere Videographer Michael Francis