Go Media was approached by PR%f-Beam to create a Red Stag character for Jim Beam’s newest bourbon. After the initial conceptualizing, Go Media offered round after round of character development and illustration, creating the perfect mascot for the new line of bourbon. Throughout the process, Go Media provided the means to visualize the character for the client until the right note was struck and ‘Henry’ the Red Stag was born. Henry has appeared on the Red Stag website as well as in print advertising for the bourbon. Project synopsis from PR%f-Beam: “Red Stag’s demographic skews younger and their taste is not quite as refined as a typical bourbon drinker. They cherish their friends and love to go out and party. In order to connect with our audience and build recognition for Red Stag, this approach will personify the brand through red animated elk characters that have human qualities. The anthropomorphic elk in the creative will bestow pearls of wisdom about life in general for the young bucks in our target. our red stags will offer humorous advice on the proper code of conduct for guys in certain stituations. The red elk characters act almost human and may even dress in human clothes in some situations. Using the tagline “A Different Breed of Bourbon,” we will be able to engage the consumer and distinguish Red Stag from other bourbons with a distinct personality.”