A first in it's own category. Welcome to AL.

“Our entire industry will have no idea what to do with a product like this, and we love that.”

That's the kind of client brief we like.

Bogle Family Vineyards created ElementAL around a first-of-its-kind aluminum wine bottle. The innovation challenged one of the world's most tradition-bound categories, so the campaign could not behave like traditional wine advertising either.

As director and executive creative director, Jewell Studio led the campaign across motion, photography, digital and out-of-home. Rather than politely explaining the bottle, the work made people want it. Fashion, movement, material, attitude and a little provocation replaced the familiar visual vocabulary of vineyards, tasting rooms and candlelit dinners.

The campaign generated more than 150 million impressions and 400,000 clicks, with coverage in Vogue, Architectural Digest, Esquire, ELLE, Travel + Leisure, Harper's Bazaar and Cosmopolitan, along with window displays on New York's Fifth Avenue.

A new kind of bottle got a new kind of wine campaign.