Express Radically

For a conceptual wine brand for the US market aimed at millennials, an audience thirsty for new information and new experiences, DAf Agency takes us to an industrial warehouse that feels shipyard-adjacent. The wine’s name, Ö-61 is a hat tip to Ötzi, a mummy with the oldest known tattoos with the oldest known tattoos. And DAf creates a warehouse environment in which a plume of fire erupts, a wine barrel swings overhead and explodes, and a tattoo artist finds his canvas for the blackwork tattoo, which also appears on the wine bottles.

While the video is clanging, masculine and daring, the audio describes the wine as being “loud” (accompanied by a drumbeat), “thrilling the senses” and being “alluring” before the wine barrel comes back together again to reveal the brand name. The drumbeat is reflected in the wine, and a blonde woman takes in the aroma of the wine while a metallic gold snake zigzags up her back, and the video ends with the tagline "Express Radically."

The visuals DAf produced encapsulate all of this to stills, half-sleeve tattooed arms against a black background, the snake swirling up the bottle, the tattoo artist at work, the sealing of the wine barrel that also evokes the drumbeat, and a side-lit photo of the tattoo artist.