A seasonal campaign harmonizing human artistry with technology
Cooper’s Hawk Winery & Restaurants needed a unifying summer campaign big enough to support their seasonal products and priorities while still being cohesive and ownable. It needed to stretch across everything from wine discoveries to new food items to Wine Club promotions. And their internal creative team needed the tools to scale the campaign across all assets, all season long.
Usable creativity was the key here. We needed to make a campaign toolkit that would be successful across decentralized execution environments. Imagery was key to bringing a vibrant, summery campaign to life and highlighting wine-drinking moments in beautiful outdoor settings. But traveling to international locations for elaborate photoshoots wasn’t efficient or affordable.
How to produce images of wines in aspirational environments with touches of humanity and carefree summer vibes? We had to start with the story and then solve the specifics to build a global system that allowed local teams to pull from a central toolkit and build their own creative assets while staying on-brand.
We began with a big-idea narrative that tapped into a relatable summer mindset, and we developed a flexible copy structure for storytelling across all assets and placements.
We created a visual direction, color palette, typography style, design elements, and photography direction, and crafted thorough guidelines for all components.
Now we needed to bring the imagery to life.
We used our proprietary method of combining human craft, senior creative direction, and technology to create high-impact visuals for the campaign.
We captured product photography in one studio shoot here in our hometown of Seattle, WA — the on-set team included a photographer, an art director, a beverage stylist, two photo assistants, a creative director, and the Cooper’s Hawk creative team. The production output included wine bottle knockout imagery, background plates, motion assets, and a campaign content library.
Our design team used our breadth of technological capabilities, creative expertise, and exquisite taste to compose breathtaking imagery that exceeded client expectations.
In addition to completed creative assets for the first month of summer, we delivered an extensive toolkit so the Cooper’s Hawk internal creative team could build out the rest.
We included templates for signage, email, collateral, and social, a messaging system with examples for different audience segments, and a library of ready-to-use copy lines.
A north-star narrative, tight guidelines, and considered components set the internal team up for success, yet still left room for flexibility and creativity. A harmony of craft, technology, and collaboration kept this endless summer going.
