Silver Oak / Holidays

Making Wine the Life of the Party, Not just the Gift Under the Tree.

Silver Oak had always kept it clean visually — simple product shots, minimal propping, the kind of campaign that did the job but didn't stop the scroll. When their new marketing director came on board, the ask was clear: shake it up. Show people this is the bottle you bring when you want to impress the person who actually knows wine.

The campaign placed Silver Oak wines and gift sets in the middle of an aspirational holiday party — not on a pedestal, but in the action. The art direction leaned into rich jewel tones with propping that felt youthful, lived-in, and energized. The camera took on a voyeuristic point of view, making the viewer feel like they were peering into an intimate soiree they wanted an invite to. The result was a collection of content across social, digital, and production that repositioned Silver Oak from a straightforward premium wine brand into the one you'd actually want to show up with.

Impact: Silver Oak consistently ranks among the top 10 most-ordered wines in American restaurants. This work helped the brand confidently step into a lifestyle-driven marketing landscape.

Role: Creative Direction