KIM CRAWFORD

IT STARTED WITH WINE.

Kim Crawford wanted to break the mold in the wine category—no more women giggling on hammocks and cheers-ing each other. The client asked to be pushed, so we got to shovin’ (politely).

Creative musts—mostly just fire, which required a fire crew on set. And because wine is an everybody kind of thing, we pushed for diversity in terms of race, body type, and more.

The finishing touch? A director with a fresh perspective and music video flare. Thus, we brought on the legendary Malik Sayeed of He Got Game, Belly, and Beyoncé Lemonade game to bring it all to life.