Stags Leap Winery 125th Year Campaign
Stags Leap Winery 125th Year Campaign
Client: Treasury Wine Estates / Stags’ Leap Winery
Agency: Annex 88
Production Studio: Rezonate
Scope: Motion Design / Illustration / OOH Execution
Platforms: Social / Hulu / Times Square OOH
Artist collaborators: Joanna Lisowiec, Nick Liefhebber, John Rego
Overview
To celebrate its 125th anniversary, Napa’s historic Stags’ Leap Winery wanted to reinterpret the legend of “The Stag”—a symbol of courage and exploration—through a modern storytelling lens.
The resulting Take the Leap campaign marked a radical shift for a luxury wine brand: pairing the century-old estate’s heritage with contemporary visual art, design and animation. Three artists around the world reimagined the Stag’s journey through unique “worlds.” Rezonate created World Two: Stag’s Curiosity — a metaphorical space where nature, motion, and discovery converge.
Challenge
Wine is steeped in heritage—but that same heritage can feel exclusive. The brief was simple yet bold:
“Let’s not talk about the soil or the barrels—let’s talk about our Stag and the story that draws you in the moment you see it.”
Our task was to translate that spirit into moving imagery that invites audiences—whether connoisseurs or newcomers—to take their own leap.
Execution Highlights
Social & Digital Spots
World 1 - 3; 3 × 15s and 1 × 30s films developed for Hulu and social distribution.
World 4 - 1 x 30;s, 1 x 15’s, 1 x 6’s for and 7 x 15s for Hulu & social distribution
Modular format adaptable for Instagram and paid placements.
OOH — Times Square Billboard
A looped motion sequence featuring the Stag leaping between buildings in Times Square — one of New York’s most iconic media placements. Extended the brand’s luxury storytelling from vineyard to city skyline.
Tone & Design System
Elegantly restrained typography paired with organic motion.
Modular design system allowed for a flexible and responsive asset system, starting with the stag animation asset
Layered 2D/3D illustration workflow to simulate hand-crafted depth.
World 4
Inspired by old paintings and Victorian oddities, this world captures the beauty of Napa Valley—its rolling hills and endless vineyards—honoring Stags’ Leap’s heritage while infusing it with a wondrous, dreamlike quality. Emerging from the wine label’s horizon, the environment expands into the z-axis, breaking boundaries and giving our Stag a new dimension to leap through—exploring a realm we’ve never seen before.
