Apothic Food Pairings
In 2019, Apothic Wine rebranded in a bid to reach a wider, younger audience. Suddenly, their tone and appearance wasn't about the gothic, mysterious and cryptic, but grounded in a juxtaposition of playful and youthful and incredibly indulgent. Thus the ongoing social campaign, geared towards ambitious, lively and luxury-loving millennials, #BeyondSmooth was born.
We were asked to concept and oversee various shoots positioning Apothic Wine as the ultimate indulgent treat, no matter what the occasion.
When it came to food pairings, if indulgent was what they wanted, indulgent is what they got. Double-chocolate tart, cheeseboards piled high and topped with sugared nuts, and super-silky raspberry sorbet all feature.
In keeping with the juxtaposing aspects of the brand identity, I took inspiration from the Dutch masters and sought to create stunning, highly-styled food set-ups with an injection of the ultra-contemporary - which manifested in neon lighting, harsh metal materials and plenty of matte black.
Shot by Max Bridge, Square Mountain, prop styling by Theresa Bates, food styling by Vicki Smallwood, art direction by Kiera Black, produced by Sticky Content.