If you had told me when I was 16 that I would cowrite blues songs with William H. Macy, I would have said, “The guy from Fargo?” But in advertising, dreams really do come true. Especially the kind where you wake up rubbing your eyes and wondering what the heck that was all about. How did I get here? Well, when Woody Creek, a craft distillery that makes some exceptional spirits, needed to break into the already over-saturated category, they asked us to do something different. With a co-owner like William H. Macy, it’s tempting to create a spokesperson, but instead, we launched a music platform. Willie Creeks is a (fictional) music legend with a backstory, a band, and bona fide music chops to back it up. With a full-length music video, digital shorts, print, and streaming, he’s building a real fanbase with real songs about what it means to age like a badass.