My Contribution
Concept → Creative Direction → Production → Final Execution
I developed the campaign idea and creative direction, turning an unusual product launch into a timely brand story during lockdown.
When Chateau Ste. Michelle launched a line of on-the-go wine bottles, the world suddenly wasn't going anywhere. So rather than pretend otherwise, we leaned into the moment.
The idea was simple: these aluminum bottles are great wherever you go, home or not.
I developed the creative approach and led the work through concept, creative direction and production, shaping the campaign around the strange new reality consumers were living in. And because I've always loved animation, we brought the idea to life through an animated film, giving the work a playful visual language that wouldn't have been possible with traditional live action.
The result was a simple, flexible idea that gave the product a reason to exist even when “on the go” looked very different than it had before.
This project also represents an important part of my experience beyond automotive and tools: developing consumer-facing creative for CPG and beverage brands.
Credits
ACD / AD: Patrick Dougherty | CW: Scott Ivener | ECD: Jason Stinsmuehlen | Prod: Jenny Valladeres | Dir: NiceShit | Edit: NiceShit