Bringing a brand’s core values to life
Client
GatoNegro Wine
GatoNegro Wine
Brief
GatoNegro is marketed to the young-at-heart who enjoy the simple pleasures of life and want flavorful, drinkable, uncomplicated wines. The task was to create a brand awareness campaign activating one of GatoNegro’s core brand values — a commitment to celebrating inclusivity and the LGBTQ+ community.
GatoNegro is marketed to the young-at-heart who enjoy the simple pleasures of life and want flavorful, drinkable, uncomplicated wines. The task was to create a brand awareness campaign activating one of GatoNegro’s core brand values — a commitment to celebrating inclusivity and the LGBTQ+ community.
Approach
Inspired by fashion as a mode of self-expression, I led my team in creating a 360˚ campaign that offered the chance to win a “purrrfect” $5,000 wardrobe glow up and consultation with a personal wardrobe stylist. The campaign culminated in an event sponsorship at the Bath & Body Werk Pool Party in NYC, featuring custom GatoNegro cocktails and a branded selfie mirror station.
Inspired by fashion as a mode of self-expression, I led my team in creating a 360˚ campaign that offered the chance to win a “purrrfect” $5,000 wardrobe glow up and consultation with a personal wardrobe stylist. The campaign culminated in an event sponsorship at the Bath & Body Werk Pool Party in NYC, featuring custom GatoNegro cocktails and a branded selfie mirror station.
Campaign Components
Digital advertising, custom video and photography, campaign microsite, sweepstakes, event sponsorship, selfie mirror, retail point-of-purchase (case card, poster, menu insert, bottle necker, table tent, shelf talker)
Digital advertising, custom video and photography, campaign microsite, sweepstakes, event sponsorship, selfie mirror, retail point-of-purchase (case card, poster, menu insert, bottle necker, table tent, shelf talker)
Results
Impressive reach and engagement numbers that went far beyond the client’s expectations — we reached 10 million new users on Instagram alone, for a 1,300% increase.
Impressive reach and engagement numbers that went far beyond the client’s expectations — we reached 10 million new users on Instagram alone, for a 1,300% increase.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/94318151-cce0-4d66-b399-d1e90313d979_rw_1920.png?h=8342b43584f3203437540d3da87d60d0)
My Role: Creative Director
campaign concept, video and photography concept and shoot direction, motion design, graphic design, team leadership
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/55ad86cc-27f6-4f7c-a4fe-f9575b755fa8_rw_1920.png?h=8bbcf770d42689b54ddeb10fe52c7ce9)
CAMPAIGN KEY VISUAL
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/6286cfa0-9ad1-4c96-b489-b3cbeb92111e_rw_1920.png?h=892132a315825b2028024d99fb3fa8f6)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/dcc61b40-9368-4f6c-8bb1-a70ea1905977_rw_1920.png?h=1014c835f5f78d965c530867b45e25d4)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/4b8efae9-6997-48a0-beea-eb0acf08c250_rw_1920.png?h=33763bc65b55b6f1dcc626184207cd5f)
DIGITAL ADS / SOCIAL POSTS
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/5082bca4-e17f-419b-8490-72b03665896f_rw_1920.png?h=84f093e78bcfeda03637fd339a261d8e)
RETAIL POINT-OF-SALE SYSTEM INCLUDED BOTTLE NECKER, POSTER, CASE CARD, TABLE TENT, SHELF TALKER, AND MENU INSERT
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/3f6d3990-df38-4430-bbb8-a2a7761390a3_rw_1920.png?h=a23e7d9c771a93518e070de0d473005a)
CAMPAIGN MICROSITE
The Event: Bath & Body Werk, Pride NYC
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/32bef08b-ed9b-4c7f-8631-f043586e6777_rw_1920.png?h=b723ed82f9aea226466d9937bd9a2287)
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![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/1a423ef3-6177-420f-b2b8-491628144da1_rw_1920.png?h=39a7ec6f10fe393f46645e74a233a777)
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![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/e564f11e-6472-4a36-b6b6-56f0250fd32f_rw_1920.png?h=b75bca5f609212d03a5fe2f5ba112125)
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