Peter Michael Foundation & Winery
AT A GLANCE
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Sector: Philanthropy / Healthcare / Luxury Viticulture
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Objective: Drive gala attendance and cement a multi-generational family legacy.
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Utility: Multi-year campaign assets for national event marketing and flagship guest experiences.
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The "Closer": A high-impact event promo for the foundation and a seminal brand film for the winery’s tasting room, website, and social media channels.
THE CHALLENGE: Visualizing a 100-Year Vision
The Peter Michael Foundation needed a definitive visual asset to promote their elite fundraising dinners across the U.S. Simultaneously, Sir Peter Michael required a "legacy closer"—a film that could recount his epic journey and commit the winery’s mission to the next century for tasting room guests and global digital audiences.
THE ARCHITECTURE: Dual-Track Narrative
We architected a production strategy that captured the foundation’s impact and the winery’s heritage as a unified narrative.
Event Marketing Rigor:
Filmed on location in NYC and Napa Valley featuring culinary icons Daniel Boulud (DANIEL) and Eric Ripert (ELEVEN MADISON PARK). The resulting films distilled the essence of world-class culinary artistry and the high-stakes energy of the foundation’s signature auctions into a mission-critical asset that drove record attendance for years.
Sensory Storytelling:
We captured the world-class culinary experience, from the precision of Michelin-starred plating atop a Manhattan rooftop to the elegance of Peter Michael’s estate-grown wines. By distilling the cinematic soul of these elite settings, we crafted an evocative visual study of luxury with a purpose.
Atmospheric Detail:
By filming on location in New York and Napa Valley, we ensured the visual "DNA" of the brand - sophistication and excellence - remained consistent across both philanthropic and commercial assets.
THE WIN
The foundation video became a mission-critical tool for national dinner promotions, successfully driving higher attendance numbers and auction revenue. The winery film remains the centerpiece of the tasting room experience and a cornerstone of their digital presence, anchoring Sir Peter’s vision to keep the estate as a family-led institution for the next 100 years in a visceral format.
CLIENT FEEDBACK
"Awesome! We really love it! Huge thanks to all."