Sailor Jerry: 2006 Lookbook

In order to capture what Gyro calls the "raw mood, energy and vitality" of the Sailor Jerry brand, the images for the new lookbook were gathered at a photo shoot/party at a Philadelphia hipster dive bar called Silk City, featuring a perform

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In order to capture what Gyro calls the "raw mood, energy and vitality" of the Sailor Jerry brand, the images for the new lookbook were gathered at a photo shoot/party at a Philadelphia hipster dive bar called Silk City, featuring a performance by New York punkers the A.K.A.s. Gyro claims it was a "wild, rowdy and raucous" scene; at the very least, blood was spilled (see the PDF). "I think we managed to capture the band's energy and the whole rock thing without being cheesy," says Gyro CEO Steven Grasse. "It's hard to have an authentic rock 'n' roll vibe without looking like you're faking it. I think this project works because the band is the real deal and honestly kicks ass. Sailor Jerry has earned the legitimacy to do something like this." The lookbook is distributed to wholesalers and the press, with select spreads to be adapted for an international ad campaign. Some pages from the book are seen here. Photography by Michael Dwornik, www.michaeldwornik.com.
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About

Credits
Date
Mar 29, 2006
Client:
Sailor Jerry
Creative Director:
Steven Grasse
Art Director:
Nick Paparone
Photographer:
Michael Dwornik
Agency:
Gyro Worldwide Philadelphia
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