Production company Institute and director Ray Neutron recently teamed with ad agency Quaker City Mercantile to create two new spots showcasing the timeless appeal of Tennessee whisky brand George Dickel. “Bottled in Bond” and “Cascade Hollow” both highlight Dickel whisky as a centerpiece of community connection, illustrating the brand’s authentic Tennessee roots and approachable elegance.
The director’s cuts
Bottled in Bond
Video source: https://vimeo.com/985787739
Cascade Hollow
Video source: https://vimeo.com/985790610
As an inquisitive storyteller working across both photography and video, Ray had a clear vision to successfully balance the needs of a legacy brand while appealing to a modern and younger audience. “Often when trying to connect with that younger audience, brands want quick cuts or handheld camera moves to create a sense of dynamic action. But here, I really wanted to capture the brand’s heritage and presence throughout multiple generations. I had a wonderful collaboration with DP Cole Graham, and we were able to achieve an elegant cinematic flair with a slower pace, where shots can breathe even within just 15 seconds.”
The spots were shot in April over two days on location in Tennessee, both in Nashville and in Tullahoma, the site of Dickel’s historic distillery. Ray credits Nashville’s close-knit creative community for an easy and intuitive casting process, where talent came into the project with established real-world connections – lending an authentic feeling of familiarity to each spot.
Ray also noted the upbeat energy and collaborative spirit of everyone on the crew, praising the shoot as a pleasant and seamless experience. Though it was his first time collaborating with DP Graham, the two instantly developed a shorthand and shared creative ideas back and forth. “This is a dream scenario working with a new DP for the first time, because you don’t want someone who’s just going to point the camera – you want someone who brings their own vision to the table and collaborates with you. Cole was recommended by our Institute EP Sean Lyness, and he was truly a pleasure to work with.”
Ray has previously worked with several other spirit brands in varying roles spanning director, photographer, and agency creative. But as a Southerner himself, working with a whisky brand was a special experience. “There are so many moments and touch points throughout my life where you’re with family and friends and folks from every generation are drinking whisky. It’s such a part of southern culture and it was really fun to get to celebrate that.”
For more information, please visit: http://institute.pictures/.
About Institute
Institute is redefining how stories are told. Founded by award-winning filmmaker and photographer Lauren Greenfield, and producer and entrepreneur Frank Evers, Institute represents auteur-driven visual storytellers and brings multi-platform production expertise to brands and agencies worldwide. Alongside some of the most recognizable names in film and television, Institute has also been an industry leader in uplifting underrepresented talent behind the camera. Directors on the Institute roster include Bao Truong, Barbara Kopple, Courtney Brookes, Courtney Loo, Dawn Porter, Jackie van Beek, Karyn Kusama, Lauren Greenfield, Liz Unna, Pamela Adlon, Ray Neutron, Sandra Winther, and Sergii Shevtsov. http://institute.pictures/
Screenwork Credits
Agency: Quaker City Mercantile
Executive Creative Director: Steven Grasse
Creative Directors: Jerry Stifelman, Ron Pushkar
Senior Art Director: Hannah Baker
Account Lead/Producer: Joe Conti
Production Company: Institute
Director: Ray Neutron
Founder/Creative Director: Lauren Greenfield
Founder/President: Frank Evers
Managing Director: Tori Palmatier
Executive Producer: Sean Lyness
On Set
Production Supervisor: Jack Willkomm
Production Coordinator: Patrick Jamison
1st AD: Randolph Easy
2nd AD: Boo Skyler
DP: Cole Graham
1st AC: Armada Costanza
2nd AC: Mindy Cook
DIT: Tracy Facelli
Still Photographer: Justice Lowe
Key Grip: Billy Gomes
Best Boy Grip: Charlie Agnew
Grip: Hunter Dixon
Grip: Margo Chakinis
Gaffer: Rob Bennett
Best Boy Electric: Michelob Fedusenko
Electric: Darin Dickerson
Electric: Jay Siske
VTR: Chris Hill
Key Makeup Artist: Stacy Lockhart
Key Hairstylist: Ryin Overton
Stylist: Gabirella Tanner
Style Assistant: Lora Lee Drammis
Photographer: Michael Dwornik
Post
Post EP: Noah Wagner
Editors: Dri Sommer & Taylor Ellis
AE: Dustin Foster
Color: Loren White
Sound: Jack Goodman
Talent
Dylan Smucker
Sabrina Ponte
Sir’Quora Carroll
Jennifer Heart
Rob Ricotta
Nolan Sritan
Olivia Arokiasamy
