Bulleit Frontier Whiskey has been distilled in Kentucky since the 1980s. It became a cult favorite through a bartender-led grassroots movement. For years, it was a staple on bar shelves and bar carts alike. In recent years, the market has become saturated with small-batch craft whiskeys encroaching on their territory. So Bulleit tasked us with bringing to life their first ever commercial campaign. Something that articulates their quiet confidence, grounded persona, and links their liquid with their drinker.