Better as one

Jagermeister creates massive, 56-piece wooden ads.


For those of us who associate the smell of Jagermeister with the overindulgent nights of our youth, it might be easy to forget the craftsmanship that goes into one of the world’s oldest drinks. To highlight the 56 different ingredients that go into every bottle, agency Deutsch NY commissioned three different studiosĀ – Paris’ Yeaaah! Studios, L.A.’s DKNG Studios and Seattle-based artist Olivia KnappĀ – to create hand-crafted, wooden artwork made from 56 individual pieces. The final products each weigh nearly 250 lbs and are more than six feet long, so thankfully for the fine folks who install our out-of-home ads, the pieces will be highlighted as photos and wall murals in 12 cities over the next year.


Brand: Jagermeister
Agency: Deutsch NY
Artists: Olivia Knapp, Yeahhh! Studios, DKNG Studios
Chief Creative Officer: Kerry Keenan
Executive Creative Director: Menno Kluin
Associate Creative Directors: Sean Lee, Luke Hughett
Copywriter: Brian Alexander
Art Director: Katrina Mustakas
Design & Typography: Juan Carlos Pagan, Brian Gartside
Interactive Design Director: Aliza Adam
Interactive Designer: Alex Miller
Experience Design: Anna Farrell
Art Buyer: Ali Asplund
Director of Creative Operations: John Bongiovanni
Senior Studio Artist: Tom Eberhart
Retouching: James Cullinane
Director of Integrated Production: Joe Calabrese
Director of Digital Production: Suzanne Molinaro
Digital Producers: Josh Deitel, Katie Miller
Digital Developer: Patrick Batey
Senior Motion Designer: Matthew Severin
Motion Designers: John McLaughlin, Aaron Epstein
Director of Photography: Owen Levelle
Producer: Joe Pernice
Editors: Bryan Reisberg, Chris Pensiero
Asst. Editor: Drew Bolton
Senior Project Manager: Marea Grossman
Production Company: Remote Control Productions, NY
Photographer: Andrew Myers, Adam Coleman (BTS)
Photo Assistant: Scott Burry, Landon Speers
Digital Tech: Adrien Potier
Fabrication Company: Bednark Studios, Brooklyn, NY