Portillo

Cabernet Sauvignon or Syrah?

Choosing a wine is harder than it looks. The same thought runs through everyone's head before a dinner, a gathering, a date, but what if it's not good enough?. But what if it doesn't pair well? But, but, but...

That universal hesitation became the creative platform for Portillo's brand positioning campaign: "A Wine Without Buts", a concept built around the brand's distinctive feature of indicating the ideal food pairing directly on the label, turning uncertainty into confidence.

I participated in the campaign as Art Director, contributing to the storytelling development and the visual direction of both the TV commercial and the OOH pieces. The commercial was shot with a cinematic aesthetic, atmospheric locations, cold tones, and a narrative arc that plays with the inner monologue of someone paralyzed by too many choices, until Portillo cuts through all the noise.

The campaign ran on national television and across outdoor advertising in Buenos Aires.