Kim Crawford wanted to break the mold in the wine category--no more women giggling on hammocks or doing a corny cheers! at book club. The client wanted to go bold and they asked to be pushed. So we got to (politely) shovin'.
My creative musts? Slow motion badassery and fireee! (definitely fire). And because wine is an everybody kind of thing, we pushed for racial diversity, "normal" everyday women, a range of body types.
The finishing touch? A director with a fresh perspective and a music video flare. Thus, we brought on the legendary Malik Sayeed of He Got Game, Belly, Adidas, and Beyoncé Lemonade fame to bring the badassery to life.