Role: Art Director
Scope: Concept Development, Art Direction, Collection Development, and Presentation Strategy
The Starting Point
The Boston Celtics and Jack Daniel’s partnered to increase Jack Daniel’s sales during Celtics games. They wanted more than standard co-branded merchandise. The goal was to create products that felt unexpected, exciting, and shareable while giving both brands a strong presence.
BOSTON CELTICS X JACK DANIELS
Creating The Direction
I led the art direction for a graphic system that brought the two brands together in a way that felt current and distinctive. The central idea was to use Lucky the Leprechaun as a key character, then reinterpret him through the visual language of Jack Daniel’s and a sharper streetwear aesthetic.
The work balanced the Celtics’ history and personality with the bold, irreverent character of Jack Daniel’s. I guided the team toward graphics with stronger attitude, clearer hierarchy, and enough flexibility to work across apparel, accessories, and promotional products. The goal was to make the collection feel relevant to a younger audience without losing the identity of either brand.
We developed and pitched two connected product directions: a golf collection and a basketball streetwear collection. Each collection had its own visual point of view, but both used the same approach to collaboration, character, and product design.
The Result
The client responded strongly to the work, and the majority of the proposed products moved into production. The pieces were distributed at Boston Celtics games, giving fans a memorable way to engage with both brands in the arena.
The project succeeded because the art direction connected a clear business goal with a collection people would actually want to wear, use, and share. My role was to find the creative space between two established brands, lead the team toward a distinct visual language, and turn that direction into products that performed in the real world. The campaign helped increase Jack Daniel’s purchases at Celtics games while giving the partnership a more energetic and culturally relevant presence.