M by Montana New Zealand Launch

For the launch of M by Montana in New Zealand, the brief was to make the product the number one new product development in grocery and retail by targeting an over 60 audience. I led the work end to end, developing a creative platform built around relatable, diverse family moments based on the proposition “It’s your time, embrace the moment.” The approach deliberately avoided traditional wine advertising tropes.

I created storyboards, produced and directed the shoot, and developed the key visuals and copy. Working within tightly defined audience parameters, I ensured the work remained both targeted and high-performing. The campaign successfully recruited the intended shopper, with exceptionally high repeat purchase rates, including some consumers buying 6+ times within the first six weeks of launch.