Food and Wine Pairings, featured across Apothic social channels

Photographer: Max Bridge, Square Mountain

Producer: Emilia Harris

Creative Director: Jamie Readon

Art Director: Kiera Black

Food stylist: Vicki Smallwood

Prop Stylist: Theresa Bates

Agency: Sticky Content 

The Project:

 

In early 2019, Apothic (part of Gallo Family Vineyards) went through a significant rebrand, moving from the cryptic, fairytale style to a much more contemporary and fresh style. Suddenly, the brand wasn't about the dark and mysterious anymore - now, it's all about the smooth, luxurious and exciting taste of the red blend. This is the (re)brand launch shoot used across Apothic's social channels, heroing Apothic Red as the ultimate indulgent treat - for nights in or out.

The Brief:

To concept, direct and produce 10 assets (moving and stills) heroing Apothic Red and various indulgent, decadent and, above all, "smooth" food pairings which make the ideal treat, either before a night out or as the main event. The client requested silk or velvet material to appear in each shot to provide a smooth visual thread. Each asset had to be delivered with supporting copy. 

Approach and Process:

In order to balance the seemingly juxtaposing key brand themes of contemporary neon and opulence, while ensuring fresh, impactful imagery to appeal to a younger audience (c. 25 y/o), I took inspiration from the old Dutch masters' still life paintings and contrasted them with bold neon, harsh, contemporary materials and super-indulgent food, resulting in a - perhaps surprisingly - perfect synergy of olde-worlde luxury and modern nightlife.

Week(s) 1: Studio sourced and booked (Emilia Harris, Sticky Content), first round concepts and moodboards proposed (Kiera Black, Sticky Content)

Week(s) 2:  Concepts amended, second round concepts proposed (Kiera Black, Sticky Content)

Weeks(s) 2-3: Props and backgrounds confirmed (Kiera Black, Sticky Content)

Week(s) 3: Props and backgrounds sourced (Theresa Bates), delivered to studio

Week(s) 4: Two-day shoot (directed by Kiera Black & Jamie Readon, Sticky Content, styled by Theresa Bates and Vicki Smallwood, shot by Max Bridge, Square Mountain, produced by Emilia Harris, Sticky Content)

Week(s) 5: Final shots chosen by client and Round One edits (Max Bridge), copy signed off by client

Week(s) 6: Round Two edits (Max Bridge), final delivery

The project took 6 weeks to complete, from response to brief to final delivery of assets.

 

The Result:

Food and Wine Pairing photography
Food and Wine Pairing photography
Food and Wine Pairing photography
Asset10_Cheesecake_1x1_V1.jpg
Food and Wine Pairing photography
Food and Wine Pairing photography