Client need:  For the wine brand Diablo, part of the Casillero del Diablo family in which the “devil” speaks directly to the consumer, the client asked DAf to resolve two major challenges: to move from its established conceptual territory into the world of the consumer and to reinforce the icon of the Diablo (devil) on the label.

DAf’s response: To appeal to the younger consumer, who connect more closely with storytelling than with technical wine information, we focused on the aesthetic and lifestyle of Diablo’s loyal, aspirational followers. We created two characters, and thereby shifted Diablo’s identity from conceptual to tangible, and shot the scenes between the characters with cinematic techniques in an opulent residence with seductiveness and high intrigue that places the wine front and center. We continued the use of the global campaign claim, “A Pact with the Extraordinary,” adapted to “Wicked Never Tasted So Good” for the UK market. 

The takeaway: Using cinematic photography and storytelling to move from a conceptual to tangible territory.