Jim Beam Campaign with Scoe Romero

From dialogue in the classroom to connection beyond the high school walls, the conversation about mental health and alcoholism spreads beyond grade levels and generations alike.

Rozzay was graduating high school when an Alumni of his school came in to share his experiences of dealing with bipolar disorder and being hospitalized during his sophomore year of 2012. That alumni was Sean “Scoe Romero” Driscoll.

Sean and Rozzay, who Sean met as Ross, chatted about Ross’ clothing brand and about commonalities in the presentation that they both shared with regards to hardships in life. Ross managed to keep in touch with Sean on Instagram and even shared his website and brand with the ET alum. When Sean saw the brand, he resonated with the message.

“Beam of Life for me represents choosing to focus on smiling as opposed to crying, the light as opposed to the darkness that life has. Learn from the darkness to find the light inside, that’s what I saw when I saw his brand. So I bought one of his hats,” says Sean. “Ross was persistent and stayed in touch with me even amidst going to college. I liked his brand, his enthusiasm and his work ethic, and I thought about the word ‘Beam’ and there was a further connection.”

Under his former moniker “Driscoe” Sean released a song titled “Jim Beam.” This song was about his Uncle Tommy who had passed away of liver and kidney failure as a result of alcohol abuse.

“What I remember the most about my uncle was his kind heart. Many of the memories that I have my uncle was drunk, but the one I remember most, my favorite memory was when I was turning 9 or 10 years old. He gave me a Christmas and birthday card, and in each of the cards he gave me $150. My mom said, “Tommy, that’s too much!” And the look in his eyes and the grin he had ear to ear said everything I needed to know about my uncle. His warm heart shined through his vices and dark moments of illness and he felt joy in giving, much like I do,” says Sean.

“Jim Beam” was a song that represented the sadness of losing a beautiful soul to the darkness that life can be sometimes. Sean’s uncle never had control over his vice, but Sean vowed to never make those same mistakes, and use music and speaking to show the next generation how to steer clear of a path that leads to darkness all too often.

Under his new moniker Scoe Romero, Sean shows his followers just that, his self created blueprint for how he manages his bipolar and harnesses the gift of multifaceted depth and creativity it can be. Rozzay working diligently to continue to grow and innovate his BOL brand, decided to develop the Jim Beam campaign upon a conversation they had in the spring of 2024, exactly one year after meeting.

"I was checking out his music and saw Beam, furtherly intrigued by the Jim Beam title I clicked play and the story wowed me, I had to know more,” says Rozzay.

Touched by Rozzay’s efforts to make a difference, Scoe decided to join forces with him to bring the beautiful vision to life. Rozzay designed the gear to encourage people to make good choices, and that in and of itself was enough for Scoe to team up. The personal full circle experience for both makes for not only a great story, but a beautiful working partnership and friendship. The original song inspiring the campaign (found here https://youtu.be/7H4hMgQGMKw?si=S-uUAJbcDhUV8EhU ) is a chilling reminder to:

“Think before you act, think before you drink.”
-Scoe Romero