PENFOLDS WINES

Penfolds Max’s ‘Open a New Chapter’ is a global launch campaign to introduce, engage & recruit medium involved Luxurian Millennials to premium wine and start them on a journey into the Penfolds range.

Penfolds Max’s is a tribute to former Chief Winemaker, Max Schubert 1948-1975, his constant pursuit of excellence, an ambitious trailblazer and legend in Penfolds history.

Max’s infinite journey is a metaphor for his life story and spirit, an idea that visually expresses the anticipation, excitement and expectations of tomorrows. We immerse wine enthusiasts in a dramatic and alluring 3D world, where the use of light and space gives the view of an endless and intriguing perspective.

A collaboration with French visual artist Oliver Ratsi to create and capture the curious world of Max’s infinite journey in a digitally lead campaign, producing a dynamic suite of motion and stills.