“The Campo Life” Lifestyle Brand Platform
Role: Senior Art Director / Design Lead / Photoshoot Lead
Scope: Concept, lifestyle platform, experiential, content production
Channels: Retail, social, experiential, partnerships
Status: Launched · Multi-channel platform
The Challenge
Campo Viejo needed a campaign that could cut through category clutter and speak directly to social, style-forward consumers.
The goal was to make wine feel more accessible—and to inspire a new kind of occasion rooted in creativity, spontaneity, and everyday enjoyment.
The Insight
Wine doesn’t need to be formal to be premium.
For a younger, culturally curious audience, relevance comes from lifestyle cues, shared moments, and visual inspiration, not rules or rituals.
The Idea
Create a lifestyle-led brand platform that invites people into the moment.
“The Campo Life” positioned Campo Viejo as the wine for relaxed, vibrant get-togethers—where food, music, décor, and creativity naturally come together.
The Solution
Led creative development and execution across a flexible, content-rich system:
Built a digital Lookbook and campaign hub for food, drink, and décor inspiration
Concepted photo-worthy pop-ups featuring music, light bites, and branded moments
Led pre-production and art direction for a hero photoshoot capturing vibrant, shareable lifestyle content
Designed a wide range of POS materials including table tents, glorifiers, shelf signage, and GWP displays
Partnered with influencers, Spotify, and TouchTunes to drive reach and contextual relevance
Supported the platform with custom recipes, premium content, and sweepstakes activations
The Outcome
Established “The Campo Life” as a bold, lifestyle-first brand platform
Reframed Campo Viejo as a go-to wine for casual, creative social occasions
Delivered a flexible system that worked seamlessly across retail, social, and live experiences
