Commission was for product & e-commerce photographs spotlighting a release of two new wines. Creative direction was open ended with hints at departing from what had been done prior. The goal was to work from the winemaker’s notes and develop an artistic take on the meaning behind the bottles, leaning on a slight fantasy-world thesis.

Winemaker’s Notes: Alchemy’s First Law of Equivalent Change

Alchemy’s First Law of Equivalent Change is the basic idea of matter. Matter or energy cannot be created or destroyed. It can only be redirected. For every positive reaction there is an equal negative reaction. The good with the bad. When there is a positive reaction, revel in it, enjoy it because the universe must now create a balance with a negative reaction. When there is a negative reaction, do not spiral, act accordingly, because if dealt with there will be a positive reaction to balance. This is the very first concrete chemical law of the universe that humans have known. 

Winemaker’s Notes: Drink My Blood!

“Drink My Blood!” written in Punjabi. This was a commonly used insult that our grandmother used to use with us. There was seven of us kids that she was wrangling up on the daily. She was hinting that we were sucking out her life force, draining her of her blood with our shenanigans and energy. It came off as a bit of a threat, “go ahead, just fuckin drink my blood and be done with it” but after her teeth unclenched there was always a sly smirk to let us know it’s all in jest…I think. From my perspective as a cheeky statement, only a few will be able to read it, only the real ones. One of my favourite things is to confuse white people, herein lies the cheeky part…go ahead just fuckin drink my blood and be done with it.