To announce the partnership of Jack Daniel’s and The Zac Brown Band, we wanted to make sure everything centered around the idea of “exclusivity.” The TV spot introduces the partnership by giving everyone a glimpse into the entire process of setting up a ZBB show. And of course, the show couldn’t begin without the final touch: A bottle of Jack.

We shot an entire ZBB show from start to finish. Between backstage, on the tour bus, and hanging with the band in their Atlanta studio, the good times and shots of JD flowed during this epic shoot.

And it didn’t stop there— scroll down to see how it all came to life socially.