A unique blend of heritage and future.
Peter Lehmann is an Australian icon, known for bold wines and a willingness to take risks. To bring that fundamental spirit of the brand to life, and to a new generation, we reconnected the brand story with the founder’s ethos through the creation of new brand platform and campaign “For the Bold Hearted". It celebrated bold choices - from braving the ocean in a hand-crafted boat to impulsive at-home haircuts - every scene embodied the bold attitude of Peter Lehmann's customers, all achieved using a daring, forward-focused AI production approach.
How do you revitalise a beloved heritage brand for a fresh audience without losing the character that made it iconic in the first place? Peter Lehmann needed to grow relevance across generations and shift perceptions from old-fashioned to contemporary, transition to innovative new packaging, all while keeping the character at the core of the brand in tact.
We went deeper than a founder story to celebrate a universal boldness: not just one bound to an individual character. Choosing a Peter Lehmann wine is the marker of self-assurance, whoever you are, and so what was nostalgic about the brand became the key to our forward focus, rather than an anchor to the past. We put life’s bold choices in the spotlight, encouraging wine lovers to see themselves as participants in the brand’s daring, and ongoing, heritage.
The only tools powerful enough to tell the right story.
For Peter Lehmann to go toe-to-toe with bigger competitors, and to bring the Bold Hearted to life in a way that matched the concept’s vision, the narrative needed a huge canvas. To do this, we crafted the film meticulously – from innovating new workflows to creating photoreal AI film shots - to make sure the story was told the right way.
Going beyond the Ai-sthetic.
A lot of AI spots are leaning into a distinctive yet uncanny AI aesthetic, but that wouldn’t work for Peter Lehmann. We wanted the film to feel as authentic as possible. This meant pushing the technology beyond the tools beyond their limit, deliberately crafting imperfections like blemished skin and scars. We elevated the physics, focusing on how hair fell if you cut it, or how liquid should move in a glass.
Collaboration, powered by AI.
But it wasn’t just the visuals we were having to use AI for, but the sound too. This technique allowed us to truly collaborate with Peter Lehmann to find the perfect (human) voice to carry this brand spot. We used one of our male creatives to record a scratch VO, and then transformed his voice using AI into different tones, landing on the exact VO artist we were looking for.
Great films can come from great prompts.
Our bleeding-edge production showed that, with care, you can craft a tale that feels human, not synthetic. AI gave Peter Lehmann the power to tell the story it needed to tell, otherwise it wouldn’t have been told at all.
