Partnering with More Than Wine, I had the opportunity to produce a full campaign introducing the Michael Franzese wine collection — a range imported from the USA and crafted from premium Armenian grapes. My role covered the entire end-to-end process, from shaping the creative direction and sourcing talent to production, editing, and preparing content for YouTube, Instagram, and Shorts. Working with sommelier Sophie, we built a narrative that blended heritage, storytelling, and studio elegance.
Main Long YouTube Video
The long-form YouTube video serves as the core of the campaign, offering a detailed look at the story behind the Franzese wines. Filmed at Dale Studios in Chippendale, the piece showcases Sophie guiding viewers through the tasting notes, origins of the Armenian grapes, and the personality behind the label. I directed and filmed every scene, using controlled studio lighting and close-up detail shots to emphasise the richness, craftsmanship, and premium character of the wines. The full version provides space for depth, allowing the audience to understand not only how the wines taste, but the heritage that defines them.
YouTube Short
The YouTube Short captures the essence of the campaign in a fast, punchy, platform-friendly edit. Designed for quick engagement, it highlights the hero bottle, expressive pour shots, and Sophie’s tasting moments. This cut-down brings immediate visual impact and is aimed at grabbing attention within seconds.
Instagram Post
The Instagram Reel offers a polished, energetic snapshot of the studio session, tailored for social storytelling. With dynamic pacing and refined visuals, it was crafted to resonate with Instagram’s audience while maintaining the premium look and feel of the campaign. The reel focuses on atmosphere, craftsmanship, and the character of the wines.
This project was a rewarding blend of creative direction, collaboration, and storytelling. Bringing the Franzese collection to life was an opportunity to celebrate heritage through modern studio content — and to help More Than Wine introduce these distinctive wines to a new audience.