I just finished a self-assignment with a few friends and fellow photographers (Ike Kraussar, Matt Perko, and Max Younger). We were to choose any beverage, come up with a photographic concept centered around a tag-line for that product, construct a life-size set using at least two walls, and photograph at least two models within that set. We chose, of course, Jameson Irish Whiskey. The tag-line that we chose was "Perfectly Balanced". Our concept was to illustrate a somewhat dingy bar during an earthquake. Everyone in the scene is being rocked by the quake... except for the waitress in the foreground with her tray of Jameson. The waitress and her tray are indeed, "perfectly balanced," and unaffected by the ensuing chaos.