Longbranch Bourbon, a collaboration between Wild Turkey Master Distiller Eddie Russell and Matthew McConaughey, blends Kentucky tradition with a Texas mesquite twist, reflecting McConaughey's roots. The name symbolizes an invitation for friends to become family.

Since joining the team, I’ve contributed to various campaigns and events, including a luxury-retreat experience and the Longbranch Trailer Bar at SXSW. I’ve worked with Mr. McConaughey and created lasting campaigns still in use today.

WONDER WHAT IF: CAMPAIGN

THE BRIEF
Introduce Longbranch Bourbon, a new product created by Wild Turkey in collaboration with Matthew McConaughey, highlighting his role as both sponsor and part-owner.

THE SOLUTION
Craft visually striking ads blending McConaughey’s persona with the brand’s premium identity, emphasizing the bourbon’s Kentucky-Texas connection and reinforcing updated guidelines.

MY ROLE/CONTRIBUTION
Art direction: reinforce the brand’s newly established style guidelines/ Programs used: Photoshop/Illustrator/Lightroom

THE BRIEF
Establish a style guide for Longbranch's social media presence and create compelling stories Longbranch’s Instagram page.

THE SOLUTION
Create six gritty animations. Each one tells a different part of the Longbranch story. Set to an upbeat country riff, the visuals convey the creativity, exploration, and the adventurous spirit of the brand.

MY ROLE/CONTRIBUTION
Art direction/ Concept development/ Storyboarding/ Layout design/ Color grading/ Motion guidance for Instagram Stories/ Programs used: Photoshop/ Illustrator/ After Effects/

THE BRIEF
Develop a campaign that encapsulates Longbranch’s unique character, blending its premium quality with a warm, approachable spirit.

THE SOLUTION
Design visually striking minimalist layouts that take some of Matthew McConaughey’s witty but enigmatic sayings and “translate” them for the viewer. The bold yellow background and clean typography emphasize the brand’s confident tone, while the inclusion of the Longbranch bottle grounds the ads in its product identity.

MY ROLE/CONTRIBUTION
Concept development/Art direction/Typography/Layout design/Ensuring alignment with brand ethos and tone/Programs used: Photoshop/Illustrator/

PRINT campaign

“WHAT IF” INSTAGRAM STORIES

THE LONGBRANCH RANCH

THE BRIEF
To build on Matthew McConaughey’s momentum with Longbranch, our team created an exclusive weekend retreat to immerse fans into the brand’s premium lifestyle. Held at Walden Retreats in Johnson City, Texas, the glamping experience featured four-star accommodations, outdoor adventures, and regional activities.

THE SOLUTION
We branded the 40-acre retreat as “Longbranch,” crafting every detail—from napkins and comforters to menus and window decals—to embody the brand. The large-scale project required collaboration with interior decorators, event planners, print studios, and other vendors.

MY ROLE/CONTRIBUTION
Ideated activities and the event itinerary / Designed and mocked up the Longbranch bar, guest rooms, and event spaces alongside other Art Directors / Coordinated logistics with ranch owners / Supervised production of the welcome gate’s 17-foot-wide laser-cut logo / Created about half of the event signage.

Longbranch Ranch Instagram Story

Instagram Post featuring Mr. McConaughey

THE RANCH EXPERIENCE

THE SUITES

FOOD AND DRINK

ACTIVITIES

THE LONGBRANCH TRAILER BAR

THE BRIEF
To spread the word and taste of Longbranch bourbon, we transformed a trailer into a mobile bar, bringing the Longbranch experience to over 10 cities from Louisville, Kentucky, to Austin, Texas. This road trip allowed us to connect with local bourbon enthusiasts, offering them an immersive brand experience.

THE SOLUTION
We converted a trailer into a fully branded bar on wheels, complete with a lounge area, games, and good vibes. Guests enjoyed our award-winning bourbon, while members of the Russells—the founding family of Wild Turkey and Longbranch—made appearances to share stories and engage with fans. The event was a blend of hospitality, storytelling, and branding, providing a unique way to connect with bourbon lovers.

MY ROLE/CONTRIBUTION
Ideated the concept / designed the trailer bar wrap and event space/ Collaborated with the trailer vendor/ Oversaw branding details like napkins and other touchpoints.