The recent news that Matthew McConaughey has just signed on as creative director for Wild Turkey signals a different approach to branding that we will likely be seeing more of in the future. He is not merely appearing as an actor in a commercial for Wild Turkey, but as the New York Times points out, “he is more closely uniting his own personal brand with that of Wild Turkey’s.” He will be immersing himself in the brand by directing and starring in a multi-platform series of commercials, as well as recording music for the campaign. Photographer Fernando Decillis was called on to capture the actor and his casual, rugged look that embodies the Wild Turkey brand, one that will appeal to a younger demographic.
