Vancouver Wine Subscription
Wine
Vikings
Creative Director + Producer · Anecdote · 2020
"Some wine is more badass than others."
In the middle of the pandemic, Wine Vikings — a millennial-focused Vancouver wine subscription — needed to stand out in a delivery market that had suddenly exploded with competition. My answer: hire beauty and fashion photographer Brogan McNab and drag a stuffy, conservative industry into a space that felt relevant and aspirational.
We built their 2020 launch campaign on photography, video, and cheeky copy — boldly intertwining powerful women and wine in a way the category had never allowed itself. "We have a wine for that." This carefree, no-BS approach cut straight through the noise: candid about current events, unapologetic about celebrating free time, building an at-home connection that went well beyond the bottle.
The line the whole campaign hung on. Cheeky, flat-spoken, and pointed at a category that had never talked to anyone like that.
Hiring Brogan McNab was the decision the whole campaign turned on. Beauty and fashion photographers light people; wine photographers light bottles. Bringing a fashion eye to a category that had only ever shot product is what made the work feel like it belonged to the women in it rather than to a vineyard.
We shot wine where people were actually drinking it in 2020 — on the couch, in the bath, at a kitchen table lit only by candles, halfway through a board game. A glass carried down the street with a longboard under one arm. Boots and fishnets and a glass set down on the floor. No cellars, no tasting notes, no white tablecloths. The bottle was never the hero; the night was.
