What do you do with an unknown “Colorado” Whiskey?
Turn it into an iconic “Mountain” Whiskey.
The client wanted to make a regional play, hoping consumers would connect “Colorado” with “craft.” We saw an opportunity to go big instead, becoming the Coors of hard spirits by targeting the mass market with a new category: Mountain Whiskey. TINCUP became one of the fastest-growing brown spirits in history.
This anthemic spot, directed by Andre Stringer, launched the brand in 2014. I listened to archival recordings of revival-tent sermons as research for writing the script.
I’ve written and/or edited and scored a bunch of big-budget TV for this brand. Please do not ask me to demonstrate my mountaineering skills, as this will embarrass us both.
”Up Here” (2016) - writer
“Your Mountain Awaits” (2019) - writer, editor, music
“Where You Do It” (2019) - writer, music
“Make Your Own Path” (2021) - writer, editor, music
I’ve written a few traditional radio ads and a ton of social for TINCUP but this Spotify partnership was unique - in addition to the usual spots, we captured ambient audio from mountaintop locations, curated sponsored playlists, and created months of original social content.
I was asked to write a book to celebrate the launch of TINCUP Rye. This thoroughly-researched (but still mostly made-up) end product was an ode to the questionable characters of 1880s Colorado.
I concepted, designed, and wrote this interactive “trail sign” to promote the real alpinist stars of our 2019 TV spot. It ran on tablets and smart TVs at events and POS.
