Bold Visual Storytelling
Merging custom illustration with high-impact brand strategy.
The Mission
Total Wine’s traditional photo-driven campaigns were beginning to blend together at retail. The goal was to break the pattern and create a summer campaign that felt impossible to ignore.
The Strategy
I led a shift from photography to a bold illustration-led campaign system designed to evolve throughout the season. A flexible color palette kept the campaign feeling fresh across a three-month rollout while maintaining consistency across digital, social and large-scale in-store environments.
The Impact
The campaign generated $11M in sales within the first week, proving that a more distinctive creative direction could drive both stronger brand presence and measurable business results.
