Digital film has now brought to the business world the highest technical capability to promote wine & wine services without the Hollywood price tag.
Oak Ridge Winery retained Wine Concepts Media Services to support its fast growing portfolio of wines. Digital film media served Oak Ridge in driving the momentum of existing brands and brand launches of new territories.
Objective: Outline the philosophy and story of each Oak Ridge Brand and create a moving picture storyline of each of 14 wine brands.
Step 1: Develop scripts and storyline for each brand.
Each of the brands for Oak Ridge had very specific stories that were the foundation of their original development. 3 Girls, for example, was a brand that centered around each of the 3 daughters of each of the 3 owner families and general manager. First an outline for each of these stories was placed into points of interest and then a general story developed with scenes that were outlined in a storyboard process, depicting each of the scenes before filming.
Step 2: Locations and props are identified to collect and schedule filming.
Shown below is a simple vineyard scene for the Gnarled Vine brand with special effects. Several of the brands were simplified with wine props like barrels and bottles of the brand taken to the field and shot on the location without actors or major fanfare. Other brands in the portfolio were scripted with fairly complicated scenes, detailed props, character actors and multiple scenes and effects.
Step 3: Motion graphics are developed to make visual impact on the viewer.
reating visual effects is many times the most difficult part of shooting a simple product advertisement. Although these visual effects not required and can reduce the overall expense dramatically, the addition of these types of effects take an 'average scene' and turn it into an eye opening attention getter. Studio graphic artists can work from 1-2 weeks to develop a 1-2 second motion graphic. The Gnarled Vine graphic was refined and changed multiple times before the final version was worked on for better than 2 weeks. Several special effects programs were used to design and bring the leaves and art into a single flowing motion graphic to highlight the brand advertisement. See below for more examples.
Moss Roxx - A Motion Graphic to hold up to the massive character of the brand.
The Moss Roxx brand had a massive bottle, very strong context within the label design portraying a grizzly (the California Bear) and needed a bold and extremely impactful motion graphic.
Sound effects for motion graphics are generally created with many variables and overlays with highly controlled professional recording equipment. Motion Graphic credit: Brian Marshall Jr.
Blazon - Impactful references to the trail blazing direction of the commercial film 'spot'
Like so many motion graphics that are viewed in movie theaters around the world, each one of them becomes the emblem or 'trademark' of the product brand, whether the 'product' is a movie production company or a candy bar company or a bottle of wine. A good or impactful motion graphic can be the difference between mediocre and good or good and great advertising. Remember, great graphics and commercial film production rarely builds a brand but the enhancement value of good and great motion graphics and film media can really tip the scales when a good brand is being launched or already has momentum.
Step 4: Taking it to the streets - Unleashing the power of media and connective technology.
The next step was to insure that all components of the brand aligned with other digital technologies. Redesign of all brand back labels to include a QR or 'Quick Response' codes were implemented as well as all Point of Sale printed media for brand support that each sku had the potential to be promoted individually with digital film support when scanned off a retail 'shelf talker' or back of brand.