Challenge

Every year, when a new vintage of Don Melchor is released, winemaker Enrique Tirado likes to share the qualities that most spoke to him. With the 2020 harvest, an instant similarity came to mind: the wine had been one of perfect balance, an equilibrium that reminded him of the “mirror year” 2020 (because of its visual evenness), and that was the concept the client wanted to bring to life through a video and key visual.

Our Approach

The roadmap for this project was quite clear: it was all about balance. But Enrique Tirado is an extremely specific, genius-like winemaker, so we knew his input was necessary. We worked alongside him to create the script for the video, carefully choosing each word to make sure it accurately reflected the true qualities of the 2020 vintage.

Image-wise, Don Melchor has always been about the senses, so we shot artistic, cinematographic close ups of the wine that almost resembled works of art and were anchored on the “mirror year” concept, playfully creating reflections and trompe l'oeils. These images were also used to create the key visuals for the campaign, maintaining a certain similarity to what has been done for previous vintages, but also creating a specific identity for this one.

The Result

A seductive, high-end aesthetic video that embodies the premium, delicate and powerful essence of Don Melchor, transmitting all the detailed work and attention that goes into making this ultra-premium wine.

The accompanying Key Visuals are stunning and understated, yet instantly eye-catching and elegant, accurately portraying the essence of the brand.