To produce the extraordinary photos, three elaborate set designs placed at the center of the interactive art event became the stage for the campaign to come to life. Each set portrayed different and unexpected ways to enjoy Kim Crawford. In one scene, titled "A-Flutter," brightly-colored butterflies flew across an all-white lounge carrying bottles of wine to chic guests enjoying music by a couture-clad pianist. In the next set, playfully named "Fly By," a character magically emerged from a painting in a fuchsia room to pour glasses of Sauvignon Blanc to a model swaying on a swing, all amidst a cocktail soiree. In the final set, titled "Stirred Up," friends mingled at a dinner party in a modern and stylized kitchen with sleek gold counters and white accents. An oversized tiger ice sculpture chilled bottles of Kim Crawford while party guests enjoyed delectable gold-encrusted food.
"Through this campaign, we wanted to convey Kim Crawford's history of innovative thinking, pushing boundaries and challenging routine," said Ingrid Bekkers, Marketing Director for Kim Crawford. "Being imaginative and spontaneous fills us with excitement and who better to capture this than Miles Aldridge? His photography explores new frontiers, challenges conventions and excites the senses—much like the taste of Kim Crawford.
"Undo Ordinary" will break nationwide in summer 2012 as a multi-media program with an online, print, outdoor and social media presence. The brand's print campaign, created by Kim Crawford's agency, 180LA, under the direction of Creative Director, Gavin Milner, will run in key luxury and trade publications including Elle, Elle Decor, Harper's Bazaar, Details, DWELL and Wine Enthusiast.
"In order to live up to our new tagline 'Undo Ordinary,' we created a print campaign that was not only elegant and beautiful, but completely unique; from the images we captured, to how we captured them, the process was just as important as the end result," said Milner.