At the time, Jim Beam was a bottom shelf brand that needed to get its confidence back. They needed something big, bold, and talk-worthy. A year after the Bold Choice campaign broke, Jim Beam reported positive sales growth for the first time in 20 years. Our work on the brand also earned us a number of industry awards, including ANDY Awards, AICP recognition, and an Effie. This film, featuring Willem Defoe, is now a part of the permanent film collection of MoMA.