Penfolds Max's
Services:
Styling
Industry:
Food and Beverage
Year:
2023
Project Overview
Penfolds launched a vibrant campaign to showcase the Max’s range, celebrating its legacy as a tribute to the pioneering spirit of Chief Winemaker Max Schubert. The campaign focused on capturing the charm and versatility of the wines, presenting them as the perfect accompaniment for a variety of occasions, from elegant dinners to relaxed summer gatherings. The shoot combined video and photography to bring the campaign to life with styling that matched the range’s polished and charismatic identity.
Scope of Work
- Styled models to reflect the diverse occasions highlighted in the campaign, from formal dinner parties to casual BBQs and cosy evenings.
- Curated wardrobe selections to align with the vibrant and polished character of the Max’s range.
- Collaborated with the creative team to ensure wardrobe choices seamlessly integrated with the set design and product presentation.
- Provided on-set support to manage wardrobe adjustments and ensure continuity across both video and photography.
The styling for the Penfolds Max’s campaign was designed to complement the brand’s sophisticated yet approachable identity. I selected wardrobe pieces that reflected the versatility of the wine range, tailoring looks to suit each featured scenario. For elegant dinner parties, the styling included sleek, formal attire with refined details, while relaxed summer BBQs featured breezy, casual outfits with a vibrant, social vibe. Cosy date night scenes incorporated warm, intimate looks to evoke comfort and charm.
Special attention was given to color palettes, textures, and accessories to ensure the wardrobe harmonized with the product and set design. The goal was to enhance the storytelling and visually communicate the idea that Max’s wines can elevate any occasion. On set, I worked closely with the team to make real-time adjustments, ensuring that every shot reflected the desired tone and narrative.
The final campaign successfully captured the vibrant and polished essence of Penfolds Max’s range. The styling played a key role in bringing the campaign to life, reinforcing the message that Max’s wines elevate everyday moments into unforgettable experiences.
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