Apothic Holiday

Client: Apothic Wine
Role: Art Director, Video Producer
Deliverables: Holiday campaign video, social content, seasonal marketing

The Brief

Apothic needed seasonal content to drive holiday gifting and entertainment
occasions. The goal: create thumb-stopping social video that positioned
Apothic as the sophisticated choice for holiday gatherings while engaging with their customers by demonstrating a DIY holiday ornament project using gift wrap.

My Role

I led end-to-end creative production:

Developed creative concept and storyboard

Directed video shoot – talent direction, shot composition, pacing

Managed production logistics and on-set execution

Edited final video in Premiere Pro and After Effects

Color graded to enhance Apothic’s signature dark, rich aesthetic

Optimized for multi-platform deployment (Instagram, Facebook, YouTube)

Creative Approach

The video emphasized warmth, intimacy, and celebration – showing Apothic
as the wine that elevates holiday moments without being stuffy or
unapproachable. Key decisions:

Warm, dimly-lit scene creating connecting Apothic to a magical holiday atmosphere

Stop motion-esque frame rate speeds up demo while emphasizing mysterious nature of Apothic

Thoughtfully placed props focus attention while remaining agnostic to holiday traditions

Close-up of manicured, female hands clearly depicting steps of DIY project

Sophisticated holiday music track matching brand tone with the season

Production Notes

Shot over one day with small crew, managed tight timeline and budget while
delivering high-production-value content. Directed talent to authentic,
unscripted moments rather than stiff performances.

Outcome

The video performed strongly across Apothic’s social channels during the
holiday season, driving engagement and reinforcing brand positioning as
accessible sophistication. Assets were repurposed across digital advertising
and retail activations.