Jack Daniel’s Tennessee Fire – Drag Queen Mukbang

We created a firey, quirky, eye-catching, and mouth-watering content series to celebrate Pride amid Covid-19 for Jack Daniel’s Tennessee Fire.

Role at IW Group: Content Direction | Art Direction | Video Direction

Partners: Patrick Starrr | Gia Gunn | Eugene Lee Yang | Laganja EstranjaDiamond View

To celebrate Pride Month and raise awareness about COVID-19’s impact on the LGBTQ+ community, we at IW Group teamed up with Drag Queens and allies to create “Jack Daniel’s Tennessee Fire Presents Drag Queen Mukbang”.

The four-episode series featured YouTube sensations Patrick Starrr, Gia Gunn (“RuPaul’s Drag Race” Season 6), Eugene Lee Yang (The Try Guys), and Laganja Estranja (“RuPaul’s Drag Race” Season 6). In between the jokes and quips, the stars discussed the impact of COVID-19 on their lives and its impact on the LGBTQ+ community.


The Hosts

  • Patrick Starrr

  • Gia Gunn

  • Eugene Lee Yang

  • Laganja Estranja

With bars and other nightlife venues closed due to COVID-19, many drag queens have pivoted to social media to connect with fans. Inspired by the intimacy of the mukbang and how it can be infused with the fun irreverence of a drag queen brunch, we partnered Jack Daniel’s Tennessee Fire with some of America’s leading drag talent for “Drag Queen Mukbang,” a branded content series that paired two popular Millennial food trends: mukbang and the drag queen brunch.


The Drink

  • Jack Lives Here

  • Flaming Tennessee

  • Hot Rocks

Due to national stay-at-home orders and social distancing restrictions in May (when the episodes were filmed), each segment was remotely produced. I directed the hosts via Zoom while the talent self-shot their episodes using their own equipment


Behind The Scenes

  • Patrick Starrr - BTS

  • Eugene Lee Yang - BTS

With an aim to champion organizations and initiatives supporting LGBTQ+ communities during the pandemic, Jack Daniel’s partnered with GLAAD and 16 local non-profit organisations around the country. Each host championed four of the non-profits that they had ties to.


The Episodes

Episode 1: Patrick Starrr


Episode 2: Eugene Lee Yang


Episode 3: Laganja Estranja


Episode 4: Gian Gunn


The Website: www.jackfirepride.com

We built a beautiful website to host the four episodes and created a space to show off Jack Daniel’s support and partnership with GLAAD and the local non-profit organisations.




3AF 2020 Digital Campaign of the Year

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