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
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.
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.