Jack Daniel's took over the infamous and newly renovated Thunderbird Hotel in Las Vegas and built more than 25 themed rooms where music, cocktails, performance, and trouble could all happen at once.

Hundreds of adventurous guests checked in at the front desk, grabbed a glass of Jack, and got dropped into a whole lot of what the name of Tennessee Whiskey is happening here. The cast of 60 included biker gangs, frat boys, drag queens, grandparents, and Flava Flav! instigating pillow fights, luggage-cart rides, spontaneous dance parties, hoops contests and more.

For NY agency Mirrorball, I co-wrote this experience where every room had to read instantly, play as a script, and hold up as an improv prompt all at once. You know it worked when a hotel full of strangers stop being strangers and Vegas heard all about it.