Pernod Ricard launches new I Am George brand with ‘cinematic portraits’

Wine label I Am George has launched into the Australian market with a film series based on the 1834 diary of its founder George Wyndham.

The label is being promoted in a campaign created by creative agency Society Social and production house Brilliant Films. The series takes viewers through Wyndham’s life in a creative interpretation.

Named ‘The Illustrious”, “The Fixer”, “The Lover”, “The Unbound” and “The Wizard” the series touches on the hard ships and triumphs Wyndham faced to create I Am George wines.

The films are intended to appeal to those “seeking something extra-ordinary”.

Steve Back, creative director at Brilliant Films, said in a statement: “Working on I Am George has been one of those rare opportunities to have amazing historical subject matter and the freedom to create these extraordinary epilogues of George’s life.

“The biggest challenge we found was communicating George’s virtues from yesteryear to modern day in a way that would inspire and motivate a new generation. Throughout production we all felt as if we experienced his journey of reflective endurance, passion, persistence and arduous conditions, and we are all proud to be a part of that.”

The writer and director of the film series, Nick Waterman, said the films are “cinematic portraits”.

“While reading George’s diaries I was struck by the focus and tenacity in his work life, his connection to the land and the extreme dedication and love he had for his family. I leant heavily on his diaries, and the scripts are at times taken from or inspired by George’s own words.”

Last month, Jacob’s Creek also created a film inspired campaign featuring Australian actor Chris Hemsworth.


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