Contributed by Wild Turkey. Matthew McConaughey is showing off Wild Turkey bourbon in a series of ad campaigns that he’s directing and starring in.

Alright, alright, alright: Academy Award-winning actor Matthew McConaughey, Austin’s unofficial spirit animal, has a new gig as the creative director of Wild Turkey, a Kentucky bourbon distillery.

In that role, he’ll act as “the chief storyteller for Wild Turkey both behind the camera and in front of it, reintroducing the world to the legendary bourbon brand,” according to a press release. He’s not only going to be the face of the company — he’s also going behind the scenes to direct some TV and digital ad campaigns that launch in September.

McConaughey, whose experience in film is also leading him to teach a filmmaking course at the University of Texas this fall, has been a big fan of Wild Turkey, first visiting the distillery a couple of years ago. And he and Wild Turkey sound like a good fit (and not just because they both love Austin).

“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way — even if that way isn’t always the most popular,” McConaughey said in a press release. “I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.”

His gig with Wild Turkey will be the first time he’s served as a commercial creative director and behind-the-camera director, according to the release.

“As we introduce a new generation to Wild Turkey, it was important to me to find someone who shares our passion and understands what makes Wild Turkey special,” Wild Turkey master distiller Jimmy Russell said in the press release. “After spending time with Matthew at the distillery, I was impressed by how much he knew about Wild Turkey and how interested he was in telling the world more about us. It is incredible to think that an Oscar winner would want to help tell Wild Turkey’s story, but like an extra scoop of ice cream on pecan pie, I will certainly take it.”

For a first look at McConaughey as bourbon ambassador, check out this video on the Wild Turkey YouTube page that chronicles one of his visits to the distillery.