Ask: Create a campaign for Firesteed’s Pinot Noir that highlights Oregon and horses, without leaning on equestrian or Wild West imagery, aimed at a broad audience of older millennials and Gen X.

Challenge: How to connect wine with horses in a way that feels natural, and appealing.

Research: We read articles, reviews, and learned about both horses and wine, but finding a connection between the two felt like an impossible ask. It was at a moment of exhaustion and uncertainty about where the strategy could go that we cracked open a bottle of Firesteed. This turned out to be a saving grace, giving us a fresh perspective. We started playing around like sommeliers, joking with wine terms and having fun, letting ourselves experience the product as consumers in the moment. While showing us a more natural way to connect it to horses, by bringing in an elegant and artistic approach through art.

Insight: Wine is at its best when it’s playful, approachable, and experienced with curiosity.

Direction for the Creative Team: Celebrate wine as playful, approachable, and full of character. Encourage people to engage with it with curiosity and fun, leaning into the joy of discovery rather than formality or seriousness. Bring the product to life through experiences, moments, and visuals that feel real, immersive, and inviting, making Firesteed Pinot Noir feel both sophisticated and accessible.

Get wine drinkers

To see wine as playful, approachable, and fun to explore

By showing Firesteed Pinot Noir as an experience to enjoy with curiosity and personality, not just formality or rules





Art Director: Daniel Kolyasa
Art Director: Trisha Udarbe
Copywriter: Kareena Pinto
Strategist: Amna Hayat
Strategist: Lucas Bates
Strategist: Jocelynne Perez