For this Halloween-themed web ad I chose a company with a brand identity I can really get behind—Apothic wine. Their aesthetic is equal parts Gothic intrigue and dark humour.

A young white woman with long dark braids holding a skull and a wine bottle.
A table with two wine bottles, a candle stick, and a filled wine glass. A hand reaching in from the left lights the candle.
three images from Apothic.com
A tomb in the ground with a small opening surrounded by foliage. A hand holding a wine bottle reaches out of the opening.

October was the perfect time for a marketing campaign centred on one of Apothic’s most successful products, the Red Winemaker’s Blend.

It’s clear from Apothic’s website and Instagram that they’re eager to harness the communicative power of compelling photographic imagery. They combine these visuals with witty captions, both of which play with dark pop-culture themes.

Staying true to their brand, and with their target audience in mind, I envisioned a night at home watching a scary movie and enjoying a delicious glass of wine.

The film still is taken from the famous 1922 silent film Nosferatu, one of my faves.

A dark interior space with a table, movie screen and red velvet curtain. A wine bottle, wine glass and candles are on the table. The silhouette of a vampire appears on the movie screen.
first draft
A dark interior space with a table, movie screen, and red velvet curtain. A wine bottle, wine glass, candles and box of popcorn are on the table. The silhouette of a vampire appears on the movie screen.
final draft

Select the DOWNLOAD button for a pdf copy that offers a closer, creepier view.

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