Shattering Category Clichés

Wine marketing is a sea of lifestyle clichés featuring gallivanting couples and golden-hour vineyards. For a brand needing to break out, blending in was a recipe for disaster, especially when Ménage à Trois's competitors consistently outspent it.

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A Rorschach of Romance

Socially, our team found a spark in the symmetrical dancers on the brand label and the origin story of delusions behind the wine. Combining these creative seeds led us to explore mind-bending interpretations of the Rorschach test. Instead of ink, we used beauty, romance, lust, and liquid. It became an absolute fascination with fruit and fabrics, captivating both sight and sound.

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Sensory Seduction

The final result seduces the senses with desire and thirst, forging a meaningful and premium connection to the brand. Along with leading the concept and animation direction, I wrote and produced original music for the campaign. This added a distinct storytelling element that was just as unique as the immersive visuals. Soak it in.

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The Results

• Top 10 ranking in the 750ml category.

• +25% depletions and a 3% overall sales lift in just three weeks.

• +7% velocity growth.

• 25M+ impressions with record breaking social engagement.