To reposition Barossan X as more than just another traditional Shiraz, Peter Lehmann Wines aimed to break away from the formal, sit-down dinner stereotype. The objective: inspire millennials to see red wine as a perfect fit for modern, casual drinking occasions—moments that feel spontaneous, real, and deeply personal.

I led the creative direction by centering the campaign around life stages and relationships, showcasing how wine can enhance a variety of everyday moments. From low-key bar catchups and intimate nights in, to solo self-care rituals, the concept reflected the evolving way millennials connect, celebrate, and unwind.

We crafted four key lifestyle scenarios, each representing a different phase of life. These were brought to life through authentic, relatable imagery and storytelling, used across social media channels to build emotional resonance with our audience. The result was a fresh take on Shiraz—unexpected, approachable, and exactly right for real life.