“Winemaker, this is for you”
- Tags: Creative Direction· Script
“Winemaker, this is for you” is a project where I scripted and directed the edit for Agrovin’s new website showreel.
Winemaking isn’t exactly the sexiest industry. And it doesn’t pretend to be. But neither Agrovin nor I care much for convention. We set out to make a video that lived up to the work we put into the site. The result? Something truly unique in its category. Or so they said.
The challenge,
the briefing,
the
movie.
With 65+ years of expertise, Agrovin has cemented itself as a global leader in winemaking innovation, working with 5,000+ wineries across 30+ countries to elevate quality and efficiency in wine production. Technology and logistics, straight out of Castilla—no Silicon Valley needed. Absolute powerhouse.
What started as a website revamp quickly evolved into a full rebrand and a launch video for an event attended by the company’s board and some of the most influential figures in the wine industry. The goal? Make an impact in a way that felt anything but conventional for them.
What I did,
why I did it
,
and how
We worked side by side, piecing together references until we locked in a creative direction for the video: fast-paced, pulse-raising, packed with music hits that pushed you forward, leaving your reading behind. By the end, you weren’t quite sure what you’d just read—but you felt like you’d just seen a Ferrari.
We decided to speak directly to the winemaker, Agrovin’s core customer.
Once the vision was clear and the key scenes mapped out, we broke down the messaging blocks and I wrote the scripts. The back-and-forth was constant. In any project, trust is everything—and with that trust, we slipped in a bold scene (again, traditional company, industrial sector). A subtle jab at competitor websites, featuring a Jimmy Fallon GIF in the background.
At first, they weren’t sold on it. But in the end, they embraced the cheeky, sharp-edged attitude that fit the video’s energy perfectly. I don’t know. You tell me. After that, we rolled out adaptations for every required language.
Keys
Co-creation with Agrovin was key to aligning our visions and avoiding missteps that could delay the launch.
Challenging industry norms. Sometimes, the only way to break the mold is to forget the sector you’re in.
Client trust. Betting on ideas that felt risky to them but were designed to hit hard and captivate.
Storytelling that spoke to the winemaker. The video wasn’t just a showcase—it was a direct message to Agrovin’s customers, telling them why this new website would deliver an experience they’d never seen before.
Impact,
Impact,
Impact.
It might sound like an exaggeration, but that’s exactly what they told me—no company in the industry had ever done a video like this.
And that’s not on me—that’s on Agrovin. I couldn’t agree more with the approach. Death to indifference. Death to boredom.
Our visions aligned, and we hit the goal: stirring gut reactions and earning applause from peers, suppliers, and clients at their biggest event of the year.
