XXL Wine

For XXL Wine, we developed "First to the Table," a campaign framework built to do two things at once: establish a bold visual identity and generate a deep library of evergreen social content. The centerpiece is a tightly scripted first-person hero film shot from the bottle's point of view, paired with an additional third-person b-roll content pool designed to feed ongoing social channels.

The concept tracks one bottle's journey through the places XXL belongs: from the store shelf, to a Brooklyn stoop, to the beach, and finally into a club night. The film ends with a pull-back reveal from the bottle to the full room, where the energy peaks and the brand lands.

Wine marketing can be overly polished or overly traditional. This approach was designed to feel immediate, modern, and lived-in, putting the viewer inside the moment with a first-person camera, fluid movement, and bold contemporary lighting.

"First to the Table" also solves the real problem brands face after a hero spot launches: staying visible. By building the hero film and the supporting b-roll library in the same production, the campaign creates a scalable content engine, one core story plus a long runway of cutdowns and social assets.