Discipline:
Photography
Production
Art Direction
Client:
Year:
Goodwin & May
Creative Direction:
Michel Bardin
Art Direction:
Luke Cohen
Photography:
Julian Huss
Stylist:
Victor Ranek
Goodwin & May
A family winery reintroduced through photography that understands time moves differently here.
APPROACH
Nothing about Goodwin & May needed reinventing — the bottles, the family, the unhurried pace had already done the slow work. The campaign was built as an invitation, not a pitch. At the table, mid-afternoon, in no particular rush.
Nothing about Goodwin & May needed reinventing — the bottles, the family, the unhurried pace had already done the slow work. The campaign was built as an invitation, not a pitch. At the table, mid-afternoon, in no particular rush.
CONTEXT
Goodwin & May is a family winery now in its third generation, with a reputation among sommeliers earned through patience and a refusal to scale faster than the vines could handle. As the next generation stepped into ownership, they came to us ahead of an export expansion — needing to introduce the estate to audiences who would meet the brand before the bottle.
Goodwin & May is a family winery now in its third generation, with a reputation among sommeliers earned through patience and a refusal to scale faster than the vines could handle. As the next generation stepped into ownership, they came to us ahead of an export expansion — needing to introduce the estate to audiences who would meet the brand before the bottle.
THE PROCESS
Four days on the estate moved at the pace of a long lunch — the kind where the ice melts before anyone gets to the cheese. Most of the work was waiting. Waiting for the family to forget we were there.
Four days on the estate moved at the pace of a long lunch — the kind where the ice melts before anyone gets to the cheese. Most of the work was waiting. Waiting for the family to forget we were there.
RESULTS
The campaign supported Goodwin & May's expansion into the Australian and Japanese markets. The imagery was featured in Wine & Spirits magazine and adopted by three national distributors for in-store displays.
The campaign supported Goodwin & May's expansion into the Australian and Japanese markets. The imagery was featured in Wine & Spirits magazine and adopted by three national distributors for in-store displays.
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