Jack Daniel's Country Cocktails is set to unveil its mobile interactive art project, titled "#flavorsofpride" at the LA Pride Festival in West Hollywood today and tomorrow (June 10).
The campaign features a three minute video show that celebrates the LGBTQ community's increasing diversity across genders, ethnicities, sexualities, religions and generations. It also features a soundtrack by LGBTQ singer/actress Mikalah Gordon (American Idol).
Through projection mapping technology, festival guests will be invited to be part of the show by having their faces captured and integrated into the visual content.
The #flavorsofpride projection mapping show will further utilize two 3D-printed polygonal mannequins and three of Jack Daniel's wooden barrels as its primary canvases.
Fabricia da Silva, multicultural field marketing manager, Brown-Forman Corp said: "Celebrating individualism and living life on your own terms are hallmarks of the Jack Daniel's legacy, which are also embodied by the mission of LA Pride.
"As a first-time sponsor, we wanted to create something out of the ordinary that demonstrated our commitment to the LGBTQ community. We were inspired by the incredible diversity represented in the LGBTQ experience, which is colorfully represented through our #flavorsofpride project."
Estevan Montemayor, CSW / LA Pride board president said: "We're honored to have Jack Daniel's as an official sponsor of 2018 LA Pride and be the site of their #flavorsofpride launch. Both their sponsorship and their show truck will enhance this year's LA Pride Festival which features a diverse array of musical artists, including a number of gay, lesbian, bisexual, and transgender performers across three stages."