Proper No. Twelve Irish Whiskey

The fastest growing whiskey. The most followed Instagram account in spirits. Acquired by Proximo for $600 million. All in less than three years. 

Working with The Notorious Conor McGregor and founding team, WeHolden developed the concept, packaging, directed and produced all TV spots, print advertising, social content, and retail POS for Proper No. Twelve, doing our part to help the brand reflect the persona of its founder and properly disrupt the category. 

Director: Erich Weiss Writers: Erich Weiss, Chris Holden, Gary Herrmann Agency Producer: Dom Cucinotta Producers: Darragh McCarthy, Judy Martinez Director of Photography: Drew Saracco Still Photography: Dave Fogarty Post: All Ages Productions

Director: Erich Weiss Writers: Erich Weiss, Chris Holden  Agency Producer: Dom Cucinotta Producers: Darragh McCarthyJudy Martinez Director of Photography: Drew Saracco Still Photography: Dave Fogarty Post: All Ages Productions