In partnership with Because XM, we created this campaign to launch Peter Lehemann's new wine range, Barossan X - a bold and adventurous new expression of a classic Australian wine brand.
The strategy was built around breaking rules, echoing the winemakers' approach to exploring rebellious red varietals for a younger, more curious palette. Using the power of Generative AI, we broke budget barriers to create a market-ready campaign at the calibre of a professional shoot with quality talent.
The campaign was launched through a combination of tactical, national street media along with social and digital channels. Overall, this is a true example of how generative AI can be used to streamline and control the image-making process while maintaining best in class creative direction.
Preoccupied worked to delivered multiple creative touch points, including strategy, positioning, generative AI, design, art & copy.
