Scott Bednar

Brown Forman: Bourbon Month

Client: Brown Forman
Brands: Woodford Reserve, Old Forester
Role: Art Director, Photographer/Content Producer
Deliverables: Social media content, ecommerce content, product photography

The Brief

Brown-Forman needed authentic, high-quality photography to celebrate National Bourbon Heritage Month across social channels. The goal: create thumb-stopping content that felt elevated but approachable, highlighting craft cocktails and premium bourbon in a way that inspired home entertaining without intimidating.

My Approach – Art Direction & Photography

I led the creative vision and shot execution for a lifestyle photography series focused on warm, autumnal aesthetics that complemented bourbon’s rich amber character. The styling emphasized seasonal ingredients, fresh apples, toasted marshmallows, artisanal garnishes, making cocktail creation feel accessible and celebratory rather than mixologist-exclusive.

Key Creative Decisions:

  • Lighting: Soft, directional natural light to emphasize bottle craftsmanship and liquid clarity while maintaining warmth
  • Color Palette: Golds, deep ambers, warm browns reinforcing autumn/bourbon connection and premium positioning
  • Composition: Layered depth showing ingredients, finished cocktails, and product together, inviting viewers into the making process
  • Format Optimization: Vertical compositions for Instagram Stories, ensuring bottle prominence and recipe legibility on mobile

    • Production & Execution

    I directed all aspects of the shoot:

  • Set design and prop & cocktail styling balancing rustic authenticity with premium appeal
  • Product placement ensuring brand guidelines while avoiding rigid corporate feel
  • On-set composition and lighting adjustments for optimal product showcase
  • Color grading in post-production to enhance warmth while maintaining accurate product representation

    • Outcome

    The photography deployed across Brown-Forman’s social channels during Bourbon Heritage Month, driving engagement through aspirational yet attainable content celebrating craft and seasonal enjoyment.