A Brand Shoot Built on Strong Creative Direction
Recently, I had the opportunity to photograph a new content campaign for Oak Valley Wines in Elgin — and what a dream client to work with.
One of the biggest reasons this shoot was such a success was the clarity of the brief. The Oak Valley team arrived with a strong vision for both the look and feel of the imagery, as well as the story they wanted each photograph to tell. As a brand photographer, that kind of preparation makes an enormous difference. It removes the guesswork, allows the team to work efficiently, and ultimately helps us create stronger, more intentional imagery throughout the day.
The shoot was art directed by Oak Valley's marketing manager, Carissa, who brought together five beautifully considered scenes, each designed to showcase a different collection of wines. Every detail had purpose, creating a seamless visual narrative across the campaign.
The wines featured included Fountain of Youth Sauvignon Blanc, Beneath the Clouds Chardonnay, Sounds of Silence Pinot Noir, Leap of Faith Merlot, Groenlandberg Chardonnay, Groenlandberg Pinot Noir, Tabula Rasa Pinot Noir and Tabula Rasa Chardonnay.
While each scene had its own unique mood and personality, the summer-inspired concept was undoubtedly my favourite. The styling, light and atmosphere came together beautifully, and I'm looking forward to sharing more from that part of the campaign later this year.
Projects like this are always a reminder of how powerful good creative direction can be. When a brand knows exactly who they are and what they want to communicate, it creates space for collaboration, creativity and imagery that feels authentic to the story being told.
Oak Valley continues to be one of South Africa's most respected wine estates, and it was a privilege to play a small part in bringing this campaign to life.
