True Character Series

Challenged with expanding the brand positioning of “True Character” and “Always stay true” and helping consumers understand the what it all meant and why Jacob’s Creek cared, we created the True Character Series for use in key markets globally.

A series of stories about everyday people around the world as well as the people behind the products, these stories focus on people that stay true to themselves, their heritage and/or their passions.

We’ve produced a wide range of stories, with initial release scheduled for the web as shorts films, and longer release edits being shopped for distribution to various broadcast and cable channels.

The campaign has now launched in multiple countries around the world with a contest asking people to tell the stories of themselves or people they know that have stayed true.






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Jacob’s Creek Kiosk & Sales App

Jacob’s Creek wanted to install a kiosk in their visitors center that would allow people to explore their wines and the brand on their own. We came back with a concept based upon an iPad application model that would be configurable for multiple uses and brands.

A built in Admin system allows Pernod Ricard to quickly update and configure the visible content. This provides the ability to use the experience in both kiosk and tablet scenarios at the visitors center or remote tastings around the world.
Additionally, the platform is planned and built in such a way to allow Pernod Ricard to easily and cheaply skin new versions for other sister brands.
Screensaver Attract Screen
Home Screen
Wine Tasting Guide



Campo Viejo Digital

Launching a new brand campaign built around the Spanish lifestyle and the idea of “A life uncorked”, the first point of contact for redesign after in-store was online. We have designed a site that leverages HTML5 and a bit of parallax motion to inject a bit of fun into the experience.

While the effect may seem a bit common these days to web design and ad folks, it’s still not something your average 45 year old businessman will necessarily encounter regularly.

A few screens




More web screens:

More mobile screens:





Concepts to Celebrate Tempranillo and the Campo Viejo brand

To bring to life the brand tenet of celebrating a vibrant and colourful life, we developed concepts for a set of experiences and activations designed to bring the region of Rioja and the signature grape Tempranillo to life online and off. The concept centers on an immersive HTML 5 conce experience and a social photo contest.

Web Experience





Colour of Life Photo Contest


4-instagram mobile

Point of Sale & OOH Interactive Display

5-window display

6-end cap




Jacob’s Creek Trilogy Campaign

I led the development of a new creative positioning and a global toolkit of thru the line assets for Jacob’s Creek Trilogy – a mid-level sparkling being integrated into the Jacob’s Creek range.

Briefed to capture the gestalt of a trend focussed around luxurious eccentricity, we developed a concept integrating a detailed bespoke wallpaper with a hint of the “ironic hipster” wink in it.

Initial Selected Creative




Then we were asked to develop a “more conservative/traditional” bridging look that retained a bit of the eccentric. Building from the idea of Trilogy (the three classic champagne grapes used in the blend) and the 3 stars of the logo, we worked off the connection between the stars and bubbles, as well as the night sky of summer parties.

The “Bridging” Live Creative




Jacob’s Creek Cool Harvest

As part of an otherwise relatively standard online and point of sale based campaign for a new wine line from Jacob’s Creek we developed an app that enabled people to celebrate friendships and occasions through photo collections. The “twist”? We enabled them to collect photos from facebook albums into a book that could be shared as an interactive album with music, a PDF or printed and gifted as a coffee table book thru





JacobsCreek_CoolHarvest_Memento_create_1 JacobsCreek_CoolHarvest_Memento_create_2










































Wyndham Estate Activation

As one of our concepts for the activation of the Wyndham Estate Life Full of Flavour campaign, we developed a concept for a encyclopedia of meat app — A Meat Lovers Guide to help our audience pick the best cut to meet their meat mood.

Still just in the concept stage, we are hoping to have it in market this year.


An Exploratory model of usage based on the 5 senses…
And a straight browse model:iPad_v2.jpg



Wyndham Estate Brand

To help Wyndham Estate gain awareness and marketshare in several key global markets, I lead a successful pitch for their new brand positioning and campaign.

A big bold red wine, Wyndham wanted to grab the attention of the men (and some women) that sought out such a wine for a contemplative glass at the end of the day or to pair with a nice steak. Our campaign is focussed on bringing to life the experience of the wine in quick encounter media such as OOH and Print, with support building thru digital and experiential over time.
Building from the idea of living life to the fullest yet still stopping to savour the quiet moments lead to the winning line “Life Full of Flavour”. In working with my art director partner we developed a key creative concept that brought the experience of the wine to life thru descriptive words integrated into an evocative velvet background.
This concept has been rolled out thru a global toolkit covering OOH, Print and BTL.
Brand awareness & consideration in the top markets of Canada & Australia has almost doubled in the target demographic since the launch of the new campaign, putting Wyndham Estate back into strong competition with category leader Wolf Blass.
The Key Creative
George Wyndham Shiraz_A3 Poster
French Canadian OOH
Brand Book
Wyndham Estate Brand Book
Digital Media
Packaging & Point of Sale