While at Grand Central Creative, I developed creative concepts for Casa Pasión, an experiential brand activation for Campo Viejo designed to turn the brand’s colour, warmth and Spanish spirit into a place people could step inside. The opportunity was to move beyond wine tasting alone, creating a hospitality-led experience that captured the joy, passion and sociability of sharing wine.

The creative direction imagined Casa Pasión as a vibrant brand home, where product, culture and atmosphere could come together through layered visual storytelling. Drawing from Campo Viejo’s expressive colour palette, Spanish lifestyle cues and the rituals around food, wine and gathering, the concept considered how guests would move through the space, encounter the product and connect with the brand through sensory, social and visual moments.

Across concept development, visual direction and experiential thinking, the project translated Campo Viejo’s brand personality into a physical audience experience. The final direction positioned Casa Pasión as a warm, expressive and ownable activation platform, designed to make the brand feel more vivid, emotional and memorable across live, trade and consumer-facing touchpoints.