BRAND LIBRARY: BRAD TORCHIA x MAKER'S MARK
Brad has been collaborating with the premium spirits brand since 2023. Scroll down for highlights from his 2024 and 2023 campaigns.
Summer 2025
“It's been incredible to collaborate with the Maker's team (especially global brand manager Peter Lacerenza!) on building and refining the brand’s visual language over time,” says Brad. “We shot this over two days and at two locations, each about an hour outside of Mexico City. We worked with a motion crew on these projects as well, and those elements tend to be a bit more product focused, with our images leaning a bit more lifestyle. As always, there's so many moving pieces and so many people on set, but my focus is about letting real moments present themselves, keeping talent confident, and continually evolving towards what is most visually interesting and will serve the client's needs best.”
Fast Facts
• 3 motion + stills campaigns
• 13 talent
• shot on location and studio in Mexico City and Massachusetts
Summer 2024
Brad spent two days shooting stills and motion in Massachusetts, aiming to capture the easy days of summer.
“On day one, we followed our schedule to a tee, but day two was about letting it all unfold naturally and finding setups we didn’t even know we wanted—an approach I really love,” says Brad. “Through it all, I had a DP shooting motion that we cut into small social and web clips. Each day we had a fresh cast of four talent, and it was all about keeping it light and fun.”
Fall 2023
Brad’s first campaign for the brand centered on stylish young friends hanging out in an equally stylish urban apartment—having drinks expertly mixed for them while enjoying golden hour.
“There were a lot of moving parts on this project shot in Mexico City,” says Brad. “We needed a location with an open kitchen space and a rooftop that would allow late afternoon sun to hit it, with buildings the right distance away, and an unrecognizable skyline. You can imagine that was a near impossible ask, so we ended up styling out a studio into a kitchen.
Our shot list wasn’t light and included video, so scheduling was super important. We had 4 talent, including one certified mixologist (with an added dash of miscommunication as all talent were native Spanish speakers who did their best to put up with my English).
We had over 80 amazing people on set helping this come to life, and I’m happy with how it all came together. It’s entirely possible we even had time for a sip or two of whisky afterwards.”
Brad continues, "We wanted a consistent, natural-feeling light across all images so we lit the kitchen, which we shot first, and planned to utilize the beautiful sunset that we saw on our scout. But once we moved to the roof, the beautiful clear skies we had all day faded to gray, and the sun made an early exit, forcing us to move around some very big lights and recreate the early evening feel."
