JAGERMEISTER | A STRONGER BOND

Concepted and wrote Seat at the Table — a mythic brand campaign celebrating strength, loyalty, and the bonds that define true brotherhood.

We launched with a cinematic anthem spot, introducing the Table of Legends and welcoming its newest member: world champion rodeo cowboy Rob Smets.

The story deepened through a digital mini-documentary series, with each episode telling the personal journey of a different Table member — including an NFL wide receiver, a rock icon, a boxing trainer, a NASCAR pit chief, a big wave surfer, and a street and tattoo legend — and how they earned their seat.

Seat at the Table wasn’t just a campaign. It was an invitation to a rarified brotherhood — a place earned through strength, resilience, and untamed spirit.

As the campaign unfolded across social media, mini-documentaries educated consumers on each of the men and what they did to earn their seats.

DIRECTOR: ALBERT HUGHES | AGENCY: MISTRESS, VENICE