9 Lives - Shift your Shape

9 Lives is a popular wine targeted to consumer’s ready to move from every day brands to a more premium category.

The brand required a totally new campaign to reflect this premiumness, while strengthen its identity and character while moving the brand into a highly conceptual territory.



Branding was enforced through the principal stage, a cylinder with the 9 logos, which floated upon a liquid ground. The set was kept minimal, and the circular stage enabled us to show the character in 360 as they spun around. A golden motion blur effect was added to the spin, used to highlight the fluidity of the concept “Shift your Shape”, while also connecting the golden elements between the characters in a consistent and stylist way.