Beam came to BBDO for a creative reboot. They had lost touch with their identity and their audience was drifting away. Art Director Angela Finney and I created a new brand campaign after looking through the Beam family archives and listening to old interviews. Recordings of Booker Noe (Jim Beam’s Grandson) became the copy voice. The look of the distillery and barrels became the art direction. The Beam story came to life, right out of Kentucky and onto the page.