As a part of an ongoing marketing campaign called #Frontierworks, Bulleit Whiskey is documenting a collaboration with a variety of artists to showcase different types of craftsmanship. Bulleit’s creative agency recently contacted California-based photographer Jeff Berting to document Lisa Schulte and her team at Nights of Neon, as the team practices their mastery of building neon signs for the reputable whiskey brand’s ongoing collaborative campaign.
Tom Bulleit, the founder of Bulleit Bourbon, quit his job as a successful Lawyer to pursue his lifelong dream of joining the distillery business. Bulleit prides itself on being founded by a pioneering spirit and is a company that continuously pushes boundaries and explores new territories. The brand considers itself a “frontier whiskey”, hence the creation of the #Frontierworks campaign. The company sees this campaign as an opportunity to highlight others who lead with a similar outlook on life. Nights of Neon is one company that is amidst a revival period in the Los Angeles area, finding ways to break out from the traditional construction of sign making.
After seeing Jeff’s Brand Narrative work on Wonderful Machine, Barton F. Graf, Bulleit’s creative agency, reached out to Jeff feeling certain that he would bring this portion of the #Frontierworks project to life. Jeff is very talented when it comes to telling other people’s stories through images. He finds it interesting to learn about other people, their craft, and their processes when perfecting their work. Since the goal of the project was to focus on the artists, their methods, and the final product, this campaign piece was a perfect match for Jeff.
During the planning stages of this assignment, an essential part was scheduling different times to photograph Lisa and her team at Nights of Neon. The teams needed to work together to plan multiple shoot dates to capture the various stages of the sign building process, which happened over the course of two months.
Jeff enjoyed having the opportunity to shoot this project over its respective time period because it gave him the chance to work closely with Barton F. Graf creative agency, show the wider Bulleit team what he’s made of, and make conscious decisions selecting which images to use to best illustrate the #Frontierwork campaign.
I really enjoyed working with Saul and the people of Barton Graf because they hired me to shoot this project in a way that I have shot other projects and they were very supportive of the approach. So, it was really nice blending my personal interest and style with the client’s needs and style. It made for a very smooth workflow.
Jeff also loved learning about the construction of neon signs, and the broader art form that is neon sign making. Everything is created by hand; making the signs require attention to detail, patience, and serious talent.
Overall, everything went smoothly and Bulleit was pleased with how great the photos turned out. The images can be found displayed on Bulleit’s website and social media. With this colorful project under his belt, Jeff hopes to obtain similar assignments in the future.
Creative Director for Barton F. Graf: Nate Naylor
Senior Producer for Barton F. Graf: Saul Metnick
Illustrator: Brendan Donnelly
See more of Jeff at jeffberting.com!