Between 2018 and 2021 we were briefed with the agency Sticky Content to concept and direct a variety of shoots which heroed Apothic's two favourite varietals, Apothic Red and Apothic Cab, as the most indulgent and smoothest red wines, no matter the occasion or the time of year.

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In concepting one suite of assets, we found that the Apothic audience, who lies generally between the ages of 21 and 35 and enjoys a sweeter, more decadent drink when it comes to wine, engaged well with suitably indulgent desserts to pair with their weekend tipple. For another, post-pandemic, we looked instead at sensual moments with loved ones to pair with Apothic wines. creating a 'World Beyond Smooth', capturing voyeuristic sneak-peeks at different home set-ups featuring Apothic wine.

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