1982 — Building a visual universe around wine
Most wine brands tell the same story: the vineyard, the harvest, the process, the pour. It’s always about how the wine is made, always technical, always explaining.
I wanted to do the opposite. Instead of showing how wine is produced,...
A while ago, a robe brand came to me with a problem they couldn't quite put into words. They wanted their campaign to feel luxurious and quiet, something calm and intimate, but every attempt kept coming out like everyone else's, bright and posed and trying far too hard to be...
We are told that to be noticed a brand has to be louder than the rest. But attention and memory are not the same thing. The campaigns that stay with us are rarely the loudest ones, they are the ones that gave a single detail room to breathe and trusted the viewer to lean in....
Visual direction for a concept campaign built around a single idea: luxury brands don’t sell products, they build worlds.
This campaign places an equestrian leather boot inside a lived-in countryside universe where every element serves the story: aged wood, chunky knit, open...
Not every brand needs to be louder. Some need to be quieter.
The race for volume and attention has become the default answer. More posts, more noise, more reach. But it is not the only road a brand can take.
There is another one, where the product is not the headline. What you...