Find What You Love. Love What You Find.
Total Wine & More
Role: Art Director
Total Wine had mastered the transaction, but they were missing the heart of the brand. Often perceived as a generic big box store (or the place where associates wear ties for some reason) the brand leaned on low prices rather than a compelling story. We saw an opportunity to move beyond utility and highlight what makes a visit truly worth it.
The story we wanted to tell was about the joy of discovery. Finding the perfect bottle in a sea of thousands is magical—a bit like falling in love. We dubbed these "Aha Moments." Convincing a price-focused client to pivot toward an emotional brand campaign required proving that a personal connection is as valuable as a low price tag.
Our goal was to move the visual language away from transactional and retail, and toward the spark of discovery. We focused the creative execution on:
Humanizing the Brand:
We replaced clinical bottle shots with human expressions to build an emotional connection that made the store feel personal.
Celebrating the Trip:
We traded stiff, static imagery for a cinematic and energetic aesthetic to remind customers why they love the experience of the hunt.
Visualizing the Win:
Our direction focused on the moment of the find, reinforcing that Total Wine is where you discover exactly what you’re looking for.
Seasonal Evolution
The Gingerbread Party
To prove the "Aha Moment" could scale, we leaned into the concept of Total Wine as an "adult wonderland." I art-directed a holiday spot featuring a fully realized gingerbread party, overseeing everything from storyboards to the specific frosting details on every character. It was a whimsical extension of the brand’s new emotional core.
Animation: Optimus Design
This campaign made an emotional connection that continues to be the foundation of Total Wine’s brand today. They still have low prices, they still have helpful guides. But the joy of discovery brings people back into the store for another “Aha Moment.”
Creative Director: Brian Thompson
Copywriter: Phil Davies
Directors: The Norman Brothers & Danielle Goetz
