Blacken the World

When two industry titans like Metallica and Master Distiller Dave Pickerell come together to create a new sonically-infused American whiskey, you take notice. Using Metallica’s music to shape the liquid’s profile, Blackened breathes new life into the band’s legacy and tells a shared story of craftsmanship and mastery.

Capabilities

Brand Strategy
Naming
Brand Identity
Packaging
Structure
Social Media Content
Film & Motion
Launch Campaign

Featured

Billboard
Bourbon +
Esquire
Fortune
Rolling Stone
USA Today

Recognition

D&AD Shortlist

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The creative concept “Hands of the Master” became the center of the story, showcased in an anthemic film that captures the work, routines and tools that go into the mastery of craft, for both the band and the whiskey makers.

The sonic signature of Metallica’s song “Blackened” is the focal point of the brand and is used to disrupt all of the communications.