Introduced by E. & J. Gallo Winery in 2014, Viniq was celebrated as America’s first shimmery liqueur. The product blended premium vodka, Moscato wine, and natural fruit flavors into a vibrant, jewel-toned liquid that came alive with movement. A touch of mica gave it its signature shimmer, turning each shake of the bottle into a captivating sensory moment.

Ahead of its official launch, Gallo set out to build awareness among African American Millennial women in key urban markets including Atlanta, Chicago, and Los Angeles, where cocktail culture and visual storytelling were thriving. The goal was to create a campaign that not only introduced the product but also inspired discovery, conversation, and a sense of connection.

Our team developed “Shake to Shimmer,” a campaign designed to showcase the product’s iridescent beauty and inspiring energy. We wanted the visuals to feel modern, bold, and glamorous, reflecting the spirit of our audience and the shimmer of the liquid itself. The creative leaned into social and cocktail culture, highlighting playful, shareable moments of style and celebration.

To bring the concept to life, we collaborated with photographer Jonathan Mannion in Los Angeles. The shoot included three primary scenes and candid behind-the-scenes content, resulting in a versatile image library used across marketing, retail, and experiential channels.

What stood out most about this project was the collaboration behind it. Every detail, from lighting and styling to production and post, was the result of a dedicated team working seamlessly toward a shared vision. Watching that vision come to life was a reminder of the true creative process. It truly takes a village to make an idea shimmer.