DEAD ENDS
Dead Ends is a collection of ideas that made it all the way, just not all the way through.
The sharp ones, the strange ones, the ones that deserved a shot. Work that lived, even if it never ran.
Dry January
Maker’s Mark
A bottle built for restraint. Same iconic Maker’s Mark shape, sealed in red wax, but filled with their signature Kentucky limestone-filtered water. A quiet nod to ritual over consumption, giving the brand a way to show up in Dry January without breaking character.
The Dark Ages
LG&E
When the lights go out, so does the present. The world quietly unravels into something older, slower, and far less forgiving. A stark, slightly absurd look at how quickly modern life collapses without power.
Fat Cats
LG&E
Fat Cats starts with the perception everyone already has. The energy company as an evil, all-powerful entity. Pulling strings, hoarding control, lurking just out of sight.
So we show it. Cigar-chomping executives. Velvet-lined lairs. A shadowy operation that looks like it controls everything. We lean all the way in.
Then we push it so far it breaks. The myth collapses under its own weight, exposing the absurdity and making room for the truth.