Challenge
Bella Oaks sought to reinforce its identity not just as a historic Napa Valley vineyard but as an innovative cultural destination—melding fine art with winemaking to deepen brand distinction.
Initiative
Video series production: Created a short video interview and behind-the-scenes profiles with Joel Shapiro at Bella Oaks.
Context
Bella Oaks revitalized its historic Rutherford vineyard in 2010 under owner Suzanne Deal Booth and team members like David Abreu, blending biodynamic farming with cultural programming.
The estate features twelve significant outdoor sculptures, including Shapiro’s painted-bronze work.
The Joel Shapiro videos were part of a broader “Harvest Reel” and “Joel Shapiro Interview” series showcased on Bella Oaks’ site.
Impact
Art-and-wine storytelling: Framed the videos to highlight Shapiro's painted bronze piece “Untitled” (2007-2009) within the vineyard's context.
Digital & on-site integration: Distributed content across Bella Oaks’ website, social media channels, and on-site at tasting experiences.
