From Wine Snobs to Party Starters
Prisoner Wine Company | 2023
Millennials and of-age Gen Z are drinking less wine than their parents—they see it as stuffy, exclusive, intimidating. Yet they crave authentic social experiences and real connections. The Prisoner Wine Company's Unshackled label needed to break wine free from its insider's club reputation.
I wrote scripts that captured these unscripted moments, positioning Unshackled as the wine for people who care more about the company than the vintage.
Wine isn't about knowing the right terms or holding the glass correctly—it's about unexpected Tuesday nights with friends, spontaneous kitchen dancing, conversations that last until sunrise.
I hired a real band. Cast actual friends, not models. Threw a real house party and let cameras capture authentic magic. My scripts became loose guides for genuine moments—laughter that couldn't be directed, connections that couldn't be staged.
What It Meant
Hearts touched: Repositioned wine from performance to pleasure for younger generation
Reach achieved: Content resonated because it felt real—viewers saw their own friendships reflected
Culture shifted: Helped transform wine from parents' drink to social catalyst
