New York confidence, Paso Robles wine.
The Wonderful Company secured a premium location for a brand new billboard in New York City's Times Square, allowing each of their brands to shine in the spotlight. When JUSTIN Vineyards and Winery got its space on the board, they asked us to find a way to make a California wine stand out to 50,000 daily visitors.
We set JUSTIN apart in the saturated landscape of Times Square by displaying the exact opposite – a serene, black and white Manhattan. In :30 we took viewers on a tour of iconic Big Apple landmarks while unexpected and intriguing colorful bursts of Paso Robles vineyards infiltrated the scene. In the grand finale, JUSTIN is fully revealed. The sleek bottle easily fits in with the refined architecture of New York, while standing out as the purveyor of California taste.
Billboard Concept, Art Direction
Agency: Wonderful Agency
Creative Director: Frances Pérez
Copywriter: Janna Carney
Motion Artist: Mike Hand