Lone River


Agency: Anomaly LA


Lone River launches its creative partnership with country music icon Miranda Lambert in "Untamed," a new campaign created by Anomaly and produced by Park Pictures.

"Untamed" capitalizes on the emotional ethos of the traditional Western culture within the context of the modern world. South African director Jabu Nadia Newman helms the campaign, marking her first-ever project in the U.S.

Viewers are transported to the iconic Wild West in "Untamed." Set with the classic 'Old Western' backdrop of ranches, open fields, distant mountains, and beautiful horses, the ads embrace the duality of modernity and traditionalism. Finding the perfect balance between polished and rugged, the hero of the campaign, Miranda Lambert embraces her 'untamed' nature. In the spot, Miranda is set to be the star of a Lone River ad, however, she's not in the talent seat. As the director looks for her, viewers discover she's riding her horse with full hair and makeup, completely playing by her own rules. Meanwhile, the ranch hands cheer her on while sipping Ranch Water.

“The production of ‘Untamed’ reflects what we stand for as a brand and the foundation of our larger partnership with Miranda Lambert,” shared Founder & CEO of Lone River, Katie Beal Brown. “Working closely with Jabu Nadia Newman was incredible as she brought our vision for the campaign to life ... she perfectly captured the pioneering, ‘do-it-your-way’ spirit that built our business.”

The spots follow the theme of exploration, adventure, and individualism commonly associated with the traditional Wild West. The subtleties of Lambert doing her own thing on her own terms embody Lone River's nature.

"When directing these spots, I wanted to ensure the ethos of Lone River was reflected in every decision," shared Newman. "What I loved about this project is that we got to showcase different types of beauty - the traditional Hollywood flam juxtaposed with the rugged nature of the Western landscape. And we had the added bonus of a brand Ambassador like Miranda Lambert, who is unapologetically herself and helped us visually capture the individualism, adventurism, and sense of American self-reliance that Lone River is known for."

This professional campaign titled 'Untamed' was published in United States in May, 2023. It was created for the brand: Lone River, by ad agency: Anomaly LA. This Digital and Film media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 5 months ago.


Production: Park Pictures
Director: Jabu Newman
Executive Producer: Jackie Kelman Bisbee, Scott Howard
Sr. Head of Production / Business Affairs: Anne Bobroff
Head of Production: Chelsea Schwiering
Producer: Sophie Brooks

Client: Diageo
Lone River, Founder: Katie Brown
Head of Marketing: Mark Phillips
Brand Manager: Nicole Anastasi, Michael Kuryla

Agency: Anomaly LA
Art Director: Mindi Price
Copywriter: Ally Farrish
Creative Director: Daniel Chen
Executive Producer: Helena Miller
Senior Producer (Stills): Amy Berriochoa
Business Director: Grace Arnold
Account Supervisor: Jackie Rose
Business Affairs Manager: Ryan Delaney

Head of BA: Jana Nauman
Project Manager: Rebecca Lear, Chris Greve
Head of Production: Erika Madison

Production Consultant: APR
Managing Advisor, Content Creation: Abbe Daniel
Consultant, Still and Post: Lisa Ventrella

SAG Signatory: CMC Forecast
SAG Signatory Co-Producer: Michael Luppino
Executive Production Manager: Audra Krussel
Photographer: Robert Ascroft
Producer: Joanne Davidson
Wardrobe / Props Stylist: Jane Black
1st Photo Asst / Digi Tech: Jared Mechaber
Photo Assist: Max Kelly
Photo Assist: Madison Banos
Photo Assist: Chelsea Berchon
Wardrobe / Props Assist: Bevin Brenner
Production Assistant: Sam Robertson
BTS: Richard Carpenter
Editorial: Rock Paper Scissors
Editor: Haines Hall
Assistant Editor: Jack Kanner
Producer: Kevin Gottlieb
Head of Production: Dre Krichevsky
Executive Producer: Shada Shariatzadeh
Visual EFX: Parliament
VFX Supervisor: Udesh Chetty
Director of Production: Kat Maidment
Producer: Emma Hertz


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.