Behind the Scenes: Hazel29 x Lost Pines Whiskey

Bourbon for the People

July 26, 2025

Not everything needs a slick label or a trendy can. Some things are better straight-up. No gimmicks—just good bourbon, made the right way.

That’s the mindset we brought to the set while filming for Lost Pines Bourbon, the newest brand release from the seasoned team at Bone Spirits. This isn’t just another bottle on the shelf—it’s a return to real. Bourbon for the People is for those tired of the hype and ready for a delicious bourbon that’s accessible and affordable. 

The Process

We had a blast developing this campaign for Lost Pines. Kick the Can is the first in a series of ad concepts the Hazel29 team created to help bring the brand to life.

We approached this shoot the Hazel29 way: stripped down, emotionally grounded, and rich with visual texture. Drawing inspiration from the storytelling tone of Kick the Can, we leaned into elements that evoke grit and soul—imagery that resonates with people from all walks of life.

When scouting locations, we wanted a setting that felt equally at home in a rural pasture or an urban backyard. That’s because Lost Pines isn’t made for just one kind of drinker. It’s for the welder clocking out, the musician loading gear, the dad coaching Little League, the ladies grabbing cocktails after work, or the neighbor dropping by with a bottle to share. We captured a cross-section of real people—working-class, creative, professional, entrepreneurial—because that’s who this bourbon is for.

The Concept

At the heart of this campaign is a simple belief: bourbon doesn’t have to be expensive to be good. Lost Pines delivers a quality pour at a price point made for those who value craftsmanship over clout.

Our role was to turn that ethos into a visual language—slow pans, natural light, and minimal styling. We wanted each frame to feel like the bourbon tastes: strong, smooth, and real.

Gear, Grit & Good People

With a lean crew and strong creative direction, we let the environment—and our boots—lead the way: porches, garages, rooftops, and back roads. These weren’t sets; they were real places with real stories. The result is a campaign that feels lived-in, not made-up. Just like the brand.

Major props to the Lost Pines team for trusting us with the voice of their launch. That kind of creative freedom lets us do what we do best: tell honest stories with cinematic impact.

What’s Next

The initial spots just wrapped post-production, and we’re fired up to share them with the world. Until then, just know this isn’t bourbon for the elite —it’s bourbon for the people.

Skip the can. Grab the bottle.

This is Lost Pines.

— Team Hazel29

Hazel29 Team on Location