Sutter Home’s Fruit Infusions line was introduced to cater to younger consumers’ preference for sweeter, fruit-forward wines. Due to the rapid growth of popular fruit flavors such as peach, berry, and pineapple they wanted all aspects to be fun and instagrammable, for us engage popular social media influencers for promotions. From concept to execution, I ensured every creative detail captured the playful, approachable vibe of the line. I led wardrobe, set, and prop design, plus food styling—all crafted to deliver a bold, vibrant, and totally “Instagrammable” look. Partnering with photographers, videographers, choreographers, influencers, and talent, we produced fun, scroll-stopping short-form content. To boost reach and cultural relevance, we launched a trending dance contest with top social media influencers, sparking real engagement with younger audiences. Collaborating across strategy, social, analytics, and animation teams, we kept creative aligned with brand pillars—ultimately positioning Fruit Infusions as a standout in the Sutter Home portfolio.