SUTTER HOME

Most wine ads are a fantasy. They show perfect people in perfect kitchens. It’s hollow. Consumers know it. I pushed Sutter Home to stop pretending. We ignored the scripts and went after the human heart. In partnership with Operation Tiny Home, we captured stories of people who spent their lives helping others. We didn't want a commercial. We wanted the raw truth.

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I wrote, produced, and directed this documentary series. We captured the highest highs and the most challenging trials. This social-first content became the brand’s highest-performing work ever. We didn't just get clicks. We got attention. Our average viewing time was 3:43. In a world of five-second skips, people stayed for nearly four minutes. We proved that authenticity is the only thing that doesn't age.

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The Results:

• 1.2 Million views.

• 3:43 average viewing time (crushing social media benchmarks).

• Highest-performing content series in brand history.

• Deep engagement from an audience usually immune to wine advertising.