The Prisoner Wine — Creating a world fit for a uniquely unusual blend.
The Prisoner Wine Company stands apart from its Napa Valley neighbors. From the unusual blends of grape varietals, to the abstract, gothic art on its labels, The Prisoner goes against the status quo to define its own brand of luxury inspired by the allure and creativity of the night.
Only this story was yet to be realized in the brand’s marketing, so BASIC/DEPT® and The Prisoner set out to breathe life into their already successful line of products through its first ever lifestyle campaign. A simple, iconic “flare” for The Prisoner to send up, coming in the form of powerful photos and short films.
For a brand known for carving their own space in a traditional industry, we looked outside of wine to inform our approach. Borrowing codes from the ever-changing world of high fashion to a largely traditional category. We aimed to depict figments of the brand’s imagination. “Own The Night” is built on the paradoxical belief that night time is when we are truly free to be our most unfiltered, original selves.
The campaign rejects the formal, comfortable and formulaic tropes of the traditional wine world. And doesn’t set out to sell wine, but create an elusive, mischievous feeling around it.
Into the dark
The Prisoner represents an escape into to a darker, more creative place. Where the true, unfiltered versions of ourselves can tune out the noise of the day and explore the possibilities of the night.
To bring the idea to life, we shot by moonlight to show viewers everything a typical wine brand isn’t. And in turn, give them permission to defy what’s typical in their own lives.
Uncovering scenes from a world less known.
Through series of dreamy, moonlit vignettes, we uncovered a world less known. Like windows into a fever dream, The Prisoner came to life through places that aren’t places at all, but paradoxes.
Our art direction was stylized and artistic, creating a mood that aimed to evoke emotions and incite curiosity. Our scenes laid out like chapters, we were able to paint a picture of this lifestyle, seamlessly incorporating the product into each story we told. In this abstract love letter to the night, the most natural thing to do is enjoy a bottle of The Prisoner.
Telling a visual story.
We flipped daytime leisure upside down to bring the romance and mystery of the night to light. We assembled a cast of unique characters in provocative scenes and gatherings left to interpretation.
Dressing the part.
It was critical that our casting and styling choices remained diverse, providing a high contrast line-up to represent The Prisoner’s reach.
If you know, you know
Every detail of the shoot was considered, down to the expressions on our talent’s faces. They exuded confidence, with cheeky smirks, not ear-to-ear smiles. They were each up to something mischievous, in-the-know of this secretive, cult-like community.
The production was an all night shoot at an oasis outside of Los Angeles complete with lush greenery that made for a fantastical backdrop in each dreamy scene.