Firstleaf - Tony Goldwyn
Firstleaf partnered with actor and director Tony Goldwyn to bring their wine subscription experience to life through his genuine love of wine.
I wrote and directed the campaign, shaping both the core spots and a series of candid conversations that let his personality…and the product…speak for itself.
Role
Writer & Director
Client
Firstleaf Wine
Year
2024
The Challenge
Firstleaf partnered with Tony Goldwyn to introduce their wine subscription experience, but the risk was clear; celebrity partnerships can feel forced or overly scripted.
The challenge was to integrate Tony in a way that felt true to both the brand and to him…letting his personality and credibility come through while still delivering on key product messaging.
The Insight
Tony didn’t need a script to sell wine (he’s Tony Goldwyn for God’s sake), he just needed space to talk about it.
By leaning into his natural curiosity and genuine appreciation for wine, we could capture something more believable than a traditional endorsement…turning required messaging into something that felt organic, conversational, and earned.
The Solution
The core campaign featured Tony engaging directly with the product through unboxing, pouring, and speaking to the experience in a way that felt relaxed and real while still hitting key selling points.
The work established Tony as a credible, likable voice for Firstleaf…while giving the brand both a polished campaign and a more human layer to build from.
One Step Further
Alongside the traditional TV assets, we captured a more open-ended series of interviews with Tony answering questions about his relationship with wine, his tastes, and his perspective. These longer-form, flexible assets gave the brand a library of content that felt less like advertising and more like access.
