Pizza and Pinot Campaign Concept
In 2025, I concepted a collaboration between Avaline Wine and Ooni Pizza Ovens. The premise was to develop a campaign that positions Avaline Pinot Noir as the ideal pairing for pizza—encouraging consumers to enjoy the brand’s lightest red wine during the fall season. The campaign was designed to extend across events, retail, and digital channels while reinforcing Avaline’s core values of clean ingredients, transparency, and a modern, elevated lifestyle.
At the heart of the concept is the idea of pairing—not just wine and pizza, but the pairing of seasons, textures, tones, and experiences: warm sun and cool shade, soft linen and crisp wine, rustic ingredients and thoughtful presentation. This thinking evolved into the campaign platform “Pairing Perfected,” positioning Avaline Pinot Noir as the effortless complement to modern, at-home entertaining and elevating the ritual of pizza night into a chic, social moment aligned with the brand’s ethos.
I developed the overarching creative narrative, messaging framework, and visual direction, designing a cohesive visual system spanning typography, color palette, and art direction. The concept was built to translate across a multiple channels—including social, DTC, retail, and experiential activations—from influencer-led pizza events and chef collaborations to digital content and in-store merchandising with Ooni. The result is a lifestyle-driven campaign designed to amplify Avaline’s Pinot Noir and differentiate the brand through a more modern, CPG-inspired approach to wine marketing.
Art Direction
Brand & Identity
Campaign
Creative Direction
Digital
Packaging
Social