Johnny Doyle
To all who came before.
From bottling line to bar.
We followed Johnny Doyle from the production line to the finished serve. Moody, atmospheric film captured the bottling process, packaging and tactile product details. A second shoot brought four signature whiskey serves to life through film and photography. Together, the work created cohesive collection of films, image bank and suite of social assets.
The Client
Johnny Doyle is an Irish whiskey brand shaped by the people and places of the Sperrin Mountains. Its story reaches back through generations, drawing on family, resilience and the wisdom carried forward by those who came before. This is not nostalgia for its own sake, but a belief that understanding where we come from can help shape where we go next. Through its ten-year-old and small-batch whiskeys, Johnny Doyle turns that inheritance into something to be poured, shared and carried forward.
The Challenge
The challenge was creating one dark, atmospheric visual language across two very different environments. On the bottling line, the lighting had to work around machinery, movement, reflective glass and detailed packaging. For the signature serves, we needed to find a location distinctly Irish with the right character, keeping the American market firmly in mind. The space also needed to accommodate the lighting, camera equipment and mixologist.
The Solution
We developed a controlled lighting approach that could carry from the production line to the finished serve. At the bottling facility, we shaped the light around movement, glass and packaging, creating atmospheric process films alongside commercial product photography and film. For the cocktails, we sourced The Second Fiddle, where dark timber, traditional Irish character and bar mirrors matched the brief. Planned scenarios placed the mixologist and each signature serve within a world that felt unmistakably Irish.
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