Paper Moose has launched a new masterbrand campaign for Barossa winery, Peter Lehmann Wines.
The campaign blended cutting edge AI technology with winemaking craftsmanship, and is a return to what sets Peter Lehmann apart: a bold heart, a willingness to take risks, to follow your instinct, and to choose the courageous path.
Paper Moose partnered with Peter Lehmann Wines to reframe the brand’s story for a new generation. This meant rethinking not just the visual feel, but reconnecting with the founder’s ethos.
The brand became a ‘celebration of boldness’ – championing the spirit of wine lovers across life’s defining moments, from plunging into an ice bath to painting the final daring coat on a first home.
This became the foundation for the brand platform, ‘For the Bold Hearted’, a rallying cry for people who can look at their lives and say: “I’ve lived boldly, and will continue to be bold in my own way”.
This new way of looking at the world needed a creative approach that aligned with the craftsmanship of the brand and embraced its forward focus.
So, they focused on a futuristic solution. Paper Moose crafted a brand-new advertisement using generative AI, giving the team the ability to visualise the ethos and heritage of Peter Lehmann. But using this new technology wasn’t even half of the story. The brand spot was created with human craft, curiosity, and experimentation.
To do this well, Paper Moose needed to adopt an experimental approach, where creative teams, account managers, and the Peter Lehmann team had to work together to hone in on the creative.
“Great storytelling must evolve to match the brands it serves. For Peter Lehmann, that meant blending innovative techniques with meticulous craft to honour their legacy. The end result is visually striking work and the only way to realise a story that fits the new evolution of the brand,” Paper Moose CEO and ECD Hunter said.
Andrew Stark, head of premium wine at Casella Family Brands, added: “This campaign captures the soul of our wines and the people who enjoy them, brought to life with a freshness that still honours our roots. We’ve never shied away from innovation, and we see the exciting new tools used by Paper Moose as just another tool in the modern creative’s arsenal.”
Hunter: ‘My favourite moments from the process’
Coming from a background in production, I personally found this project really exciting. It meant I could jump in the edit suite to see how the sequences are working together. If something wasn’t feeling quite right, our team could “re-plan” and “re-shoot” entire scenes – right from our office. It was a very iterative nonlinear process.
We also set ourselves a unique challenge. A lot of AI spots are leaning into that uncanny and distinctive AI aesthetic, but that wouldn’t work for Peter Lehmann. We wanted it to feel as authentic as possible, so it fit into our client’s brand and resonated with their customers. We wanted people to focus on the story we were telling, not how it was made.
We had to go beyond what we knew was possible with the tools we had and push it beyond its limit. So, we created imperfections, like blemished skin and scars, and tested how far we could take the physics, like how hair fell if you cut it, or liquid should move in a glass. All so we were confident that what we were creating was reflective of what could be captured on camera.
The interesting thing about the process was how everything we did as a creative and production agency still stayed true during this whole process. We were still casting, doing location scouting, set building, and everything else that comes with a traditional shoot. Just faster and more collaborative. It was the human insights and learnings that shaped and refined the final creative.
But it wasn’t just the visuals we were having to use AI for, but the sound too. Sometimes it’s hard for people to understand what voice is needed to deliver a brand story – and AI allowed us to truly collaborate with Peter Lehmann for that process.
We used one of our male teammates to record a scratch VO, and then transformed his voice using AI to different tones, which enabled us to hone in on the exact real human voiceover artist we used for the final product.”
The result is creative that feels modern yet grounded in real life moments. One that captures a brand story that shows the craft and courage that has always defined Peter Lehmann Wines.
Credits
Client: Peter Lehmann Wines
Head of Premium Wine: Andrew Stark Senior Brand Manager: Alfred Loo Communications Manager: Ben Reinhard
Agency/Production: Paper Moose
Executive Creative Director: Nick Hunter Creatives: Hannah Stokes, Jazz Twemlow Editor: Oliver Trauth-Goik
Producer/Account manager: Olivia Jeavons
