Among Gyro Worldwide's many entrepreneurial activities is the Sailor Jerry clothing and liquor brand, which boasts a funky new lifestyle campaign. The photography-cum-logo, which will be seen as in-store signage and as ads in the Japanese and European markets, features what the agency calls the "borderline narrative/documentary style" of Michael Dwornik. "He captures the authenticity and essence of what our Sailor Jerry brand is all about," says Gyro CD Steven Grasse. So what's it all about? Art director Nick Paparone doesn't hesitate to nail it: "Sailor Jerry is whiskey, beer, cigarettes, sex, tattoos, music and dirt. It's a dirty, drunk old man who's seen more shit than a toilet." Adds Grasse, "What we're striving for is authenticity. Our goal is to respect and protect the integrity of the artist, Norman 'Sailor Jerry' Collins-which means we want to do the opposite of what Von Dutch did. No cheesy trucker hats on people like Britney, Paris or Fred Durst. Hopefully, what we shot reflects that goal."
Client: Sailor Jerry Agency: Gyro Worldwide, Philadelphia CD: Steven Grasse AD: Nick Paparone Photographer: Michael Dwornik