A REFIND BLEND OF TALENTS AND SKILLS that brings mood to marketing
When storytelling, music, and luxury branding collide, the result can be something far more evocative than a traditional advertisement. Creative director Charles Maring set out to explore exactly that intersection in a conceptual campaign featuring Jefferson’s Ocean, blending original songwriting, cinematic mood, and AI-driven visual storytelling into a 30-second film designed for modern social media audiences.
The project is not simply an ad, it’s a feeling. A moment. The quiet magic of live music In a neighborhood bar on a rainy night, elevated by top-shelf bourbon and thoughtful craftsmanship.
Music as the Narrative Backbone
At the heart of the campaign is music not as background texture, but as narrative glue.
Maring, a songwriter himself, wrote and performed the original song featured in the film. The lyrics subtly weave the product into the emotional landscape rather than overtly selling it:
“Southern whiskey tastes so kind,
A little old fashioned bitters with an orange rind,
They go down easy, great way to kill some time,
Not feeling well tonight.”
The song sets the tempo and tone, guiding the viewer through moments of solitude, connection, and reflection. It’s the kind of melody you’d half-hear while leaning against a worn wooden bar, rain tapping against the windows, a glass sweating in your hand.
A Rain-Soaked Bar and a Cinematic Mood
The visual concept centers on the mood of catching live music in a local bar on a rainy evening. Dark, thoughtful, and intimate, the aesthetic leans cinematic rather than commercial inviting the viewer in rather than pushing a message outward.
Scenes unfold like memories:
A lone musician performing in the corner of a dimly lit bar as rain pours down the window seal
A small crowd gathered close, clinking whiskey glasses in shared celebration
The artist raising a glass with the audience, blurring the line between performer and patron
The pacing mirrors a song you don’t want to end—unhurried, atmospheric, and emotionally grounded.
From Camera to AI: Crafting a Consistent Character
To bring the vision to life, Maring began by photographing himself performing acoustic guitar in the studio. These camera-captured images became the foundation for the film’s central character.
Using AI software, Maring transformed the photographs into a consistent, cinematic version of the musician maintaining realism, expression, and mood across multiple scenes. This approach allowed for a fluid storyboard to emerge, one where the same character could exist naturally in different environments without breaking visual continuity.
The result is a seamless blend of traditional photography and AI-assisted storytelling, expanding what’s possible within a compact production footprint.
Storyboarding the Experience, Not Just the Product
Rather than building scenes around the bottle alone, Maring storyboarded moments experiences where Jefferson’s Ocean belongs organically.
The product appears as part of the world:
The Jefferson’s Ocean bottle resting on a bar table
Positioned beside the artist’s guitar, sharing the same low light and smoky ambiance
Integrated into scenes without overpowering them, always maintaining a premium, understated presence
The consistency of lighting, color, and mood ensures the bottle feels lived-in and authentic, not staged.
The Ritual of the Old Fashioned
A bartender lights an orange rind smoking a glass of whiskey in a shot with dark cinematic mood.
Interwoven with the music and performance are tactile, sensory moments that elevate the bourbon’s craftsmanship.
Viewers watch as:
Bartenders stir whiskey over large ice cubes
An orange rind is lit on fire, smoking the glass before an Old Fashioned is finished
Bitters, citrus, and flame become visual punctuation marks in the story
These close-up details slow the pace, emphasizing ritual, care, and refinement key associations for a top-shelf bourbon brand.
A Thoughtful Wordplay Finale
The film closes with a quiet, clever moment.
As the song fades, the artist stirs his cocktail with his finger a subtle, almost playful gesture before the edit cuts back to the Jefferson’s Ocean bottle. A voiceover lands with intention:
“Jefferson’s Ocean. Top Shelf Whiskey.”
The lyric “not feeling well tonight” resolves into a thoughtful play on words: this is not well liquor. It’s something better. Something worth savoring.
Thinking Beyond Traditional Campaigns
This conceptual ad is a reflection of how Maring approaches modern marketing: by blending disciplines rather than separating them.
Songwriting becomes strategy.
Cinematography becomes brand voice.
AI becomes a creative collaborator, not a shortcut.
By thinking outside the box of conventional advertising, Maring creates campaigns that feel human, cinematic, and emotionally resonant ideal for brands looking to position themselves upmarket.
A Luxury Eye for Brands Ready to Stand Apart
Charles Maring adores blending his talents to reimagine what a marketing campaign can look and feel like. With a refined cinematic eye and a deep respect for storytelling, his work speaks to audiences who value authenticity, craft, and mood.
If you’re a brand seeking to elevate your presence and tell a richer story one that lingers like a good song and a great bourbon connect with us to learn more.