CRAFT THE REBELLION

Limited releases allow a brand known for skirting the rules of conventional winemaking to test—and break—those boundaries.
And we helped distill that defiance into hype.

Role: Art & Creative Direction

Wine & cold-brew coffee: two of the most polarizing, energizing and hashtagable substances on Earth. We slammed the rulebook shut and brought them together—along with their respective fanatics. With just 15 seconds to grab the attention of our millennial-first audience, we got meticulous about expanding the world of Apothic into an authentic coffee-shop-come-wine-bar experience.

And to introduce a new light wine with a dark disposition, we stayed liquid-focused with beautiful slow-motion and macro photography.

With short-form and without the same backing as major brand initiatives, curating & crafting the details became all the more important.