Natural, non-alcoholic, biodynamic, organic, hipsterific… it’s all the rage in the wine and liquor industry at the moment.

I photographed this “Drink Healthier Wines” campaign for The Wine Collective that launched day one of the new year of 2023.

I decided to shoot this with strong directional light as it seems to be a photographic trend that’s happening at the moment. Due to the so-called “hipsterness” of these type of products, I wanted this to have a retro saturated feel. So I shot these with a difussion and polarising filter to give it a soft and saturated look for an old-school feel. I also snuck in a star filter for some shots for that extra glam retroness!

This was a fun campaign to shoot as I was able to go a bit rogue in approach but still following the creative brief to deliver something different and on trend specifically for this campaign.

I also shot a mini-promo video series with The Wine Collective experts talking about each of the different promotional categories for these wines.

Here’s to drinking up with no hangovers!