“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

Delivered a fully integrated lifestyle platform spanning retail, social, experiential, and partnership channels — including a digital look-book, hero photoshoot, POS suite (table tents, glorifiers, shelf signage, GWP displays), pop-up concepts, and activations with Spotify and TouchTunes. Led creative from concept through content production, resulting in a flexible, content-rich system that gave Campo Viejo a consistent lifestyle identity across every consumer touchpoint.