Jameson tapped Complex to amplify Distilled Sounds, its global music program led by Anderson .Paak, because the brand wanted to connect with a culturally fluent audience that values collaboration, creativity, and community. Complex, with its authority in music, style, and internet culture, was the perfect partner to frame Jameson’s initiative not as just another brand activation, but as a global creative movement.

Approach:
I crafted branded editorial content that spotlighted Anderson .Paak’s role as both artist and curator, while also showcasing the worldwide roster of emerging talent. The storytelling leaned into Complex’s editorial voice—sharp, music-driven, and culture-first—making Jameson’s values of togetherness and creativity feel authentic to readers.

Impact:

• Positioned Jameson as a cultural connector, not just a spirits brand.

• Elevated Distilled Sounds as more than a campaign—framing it as a global stage for genre-bending collaboration.

• Delivered branded content that felt editorially authentic while aligning with Jameson’s mission to celebrate community and creativity.