Bring The Party
Winc's love language is party — a campaign celebrating people coming back together after a long stretch of isolation.
Winc positioned itself at the center of every reunion, backyard hang, and reason to get dressed up again.
The Brief
Written around a manifesto composed just as the world was reopening post-COVID, the campaign reintroduces "the party" like a long-lost friend — the group text, the reunion, the reason to get dressed up again — landing on one line: "Our love language is party." To bring it to life, we partnered with iconic photographer Pamela Littky, known for candid, unguarded portraiture that matched a campaign built on real connection over posed imagery.
Role
Art director
Designer
The photoshoot
No fuss, just friends
We built the photography around a house party setting — a little messy, but refined, matching Winc's young professional audience and their preference for takeout over a stuffy wine dinner. Mismatched glassware throughout — coupes, tumblers, whatever was on hand — reinforced that this wine doesn't ask for the "right" glass, just good company.
Food followed the same logic: pizza, sushi, cheese boards straight from the container, showing how easily the wine pairs into real life rather than a curated tasting menu. Scenes spanned a full party arc — doorstep delivery, a kitchen spread, a crowded dining table, golden-hour outdoor gatherings, and a hot tub nightcap — plus a dedicated unboxing sequence built for future in-app and shipment-reminder email assets.
Digital assets
The rebrand extended into Winc's lifecycle email program, folding the campaign's photography and "Bring the Party" tone into existing touchpoints like shipment reminders and re-engagement moments, rather than standing alone as a separate flow. A paid digital ad campaign ran alongside it, carrying the same imagery and message across paid social and display.
OOH
Out-of-home extended the campaign across two very different reading environments. A billboard carried short, punchy messaging — "Our love language is party" — built for a quick glance from the road. Bus stop posters took the opposite approach, running the full manifesto where people actually had time to stop and read it, turning a few minutes of waiting into a moment with the brand's voice.
