Art Direction, Product Photography, Retouching, Typography, and Campaign Concept

This self-initiated advertising concept was created to explore how product photography, visual storytelling, and brand-inspired art direction can elevate a familiar wine brand into a more cinematic and premium space. The concept centers around the campaign line “A Taste of Vintage Luxury,” positioning Jacob’s Creek Chardonnay through the lens of heritage, refinement, and timeless sophistication.

The creative direction was built around the idea of pairing wine with visual cues of legacy and luxury. A classic wristwatch was introduced as a symbolic prop to reinforce the themes of time, vintage character, and craftsmanship. The composition was intentionally arranged to create a quiet, elevated atmosphere, with the wine bottle as the primary focal point and the glass and watch supporting the overall narrative.

The image was photographed in a garage studio environment using a controlled lighting setup. I directed the composition, styled the product arrangement, and shaped the lighting to create warmth, depth, and a moody vintage tone. The goal was to make the final image feel less like a simple product shot and more like a polished advertising visual with emotional atmosphere and brand presence.

In post-production, the image was color corrected and refined in Photoshop to achieve a rich, aged aesthetic. A faded late-1800s Australian illustration was added into the background to connect the visual language back to the brand’s heritage and origin story. The typography was carefully selected to complement the type style on the wine label, creating a cohesive relationship between the product packaging and the campaign message. The Jacob’s Creek logo was also integrated into the layout to strengthen brand recognition and complete the advertisement-style composition.

This project demonstrates my ability to develop a campaign concept from idea to execution, combining photography, styling, retouching, typography, and brand storytelling into a cohesive visual direction.