Challenge

Don Melchor is one of the most iconic and traditional wine brands from Chile, awarded 100 points by renowned critic James Suckling for its 2018 vintage. Its winemaker, Enrique Tirado, is one of the most prominent vintners from Chile, with an extremely detailed, almost genius-like savoir-faire. With this documentary, we wanted to go behind the scenes in order to bring consumers a first-hand experience of how this wine is produced and unfiltered access to Tirado’s creative process.

Our Approach

We decided to explore Tirado’s craftsmanship through a short documentary where we followed him for a day during harvest. We chose to use his voice for the narration in order to create a real feeling of intimacy and authenticity. Tirado’s input was also crucial for the script, playing a key part in making it accessible and simple, yet accurate.

The Result

After two intense days of shooting, the result was two videos and a series of photographic material that became a key part of Don Melchor’s marketing strategy, given that it’s a premium, expensive wine that buyers wouldn’t normally purchase without a deeper understanding of how it’s made.

The videos and the campaign provided plenty of visual material of the harvest and winemaking process, as well as Enrique Tirado.