Wine Connection Singapore
Wine Connection Group owns and operates the largest chain of wine retail shops and full-service wine-themed restaurants in Thailand and Singapore.
in this opportunity, Wine Connection engaged me to spearhead the launch of their TikTok account and creating promotional content for their Instagram platform.
My role included conceptualisation, liaising with various departments, direction, execution (photography & videography) and editing of content.
Videography
As Wine Connection began to reach out to a new market of Millennials to Gen Z, they decided to launch a TikTok account, with the sole purpose of building brand awareness and introducing the younger generation into the world of wine.
There was a bigger emphasis on Educational and Entertaining content that would appeal to a larger audience and achieve the goal of building rapport with a new market.
Subtle uses of brand elements like logos, restaurant backgrounds, company T-shirts and brand font kept the content related to the brand.
The content was kept light-hearted and short to better engage the audience
Photography
Being one of the leading brands with an integrated retail wine shop–restaurant concept, Wine Connection places great emphasis on their restaurant menu and retail wine offerings.
Therefore the photography included weekly wine highlights, limited-time menu items and activities - all engaging human elements and interactions to instil a sense of casual approachable dining and shopping
Closing Thoughts
this opportunity with Wine Connection taught me about working with different departments - from retail managers to restaurant chefs; it was a very different working landscape as compared to the flatter company structures that i was used to from working with smaller companies
it was honestly a very stretching period, but i learnt a lot about communication, being on the ball and taking ownership of managing emails, scheduling and directing shoots.