In order reach out to a wider audience, the Kentucky-based distillery Wild Turkey roped in McConaughey. After the launch of his campaign, the company has seen a 25% increase in female consumers. In addition to lending his face to the brand, he has also gone behind the camera as the chief storyteller and creative director. In his own words, “I wanted to be more than just the face of the campaign. I want to have my hands in the clay of how we tell the story, and I want to be a part of the whole story, not just the character in it.”
(source)