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Creative

Instagram Sensation Murad Osmann Snaps Captivating Shots for Beringer

JWT New York launches breathtaking ads for Beringer Vineyards

Instagram Sensation Murad Osmann Snaps Captivating Shots for Beringer

Beringer Vineyards, one of the most acclaimed producers in Napa Valley, announces the launch of Better Beckons, its 2016 multichannel advertising campaign inspired by hand-holding, Instagram sensations Murad and Nataly Osmann. Known for shooting breathtaking photographs of his wife leading him all over the world, Murad has captured the brand’s promise to “bring the better” to consumers in a series of campaign visuals that evoke Beringer’s authentic American heritage. 

Beringer Vineyards was founded in 1876 by two brothers from Germany, Jacob and Frederick Beringer, who built their legacy on the pioneering belief that great wine could be made in Napa. Today, one of California’s most iconic wineries known for quality at a variety of price points, Beringer’s storied heritage is rooted in the spirit of American optimism - the belief that the best has yet to come.


“Better Beckons is a natural extension of my photography style, as it invites viewers to experience authentic and unique moments,” observed Osmann, creative director behind the campaign. “Photographing material from a first-person perspective is ideal to capture one’s own sense of curiosity and create an optimistic view that suggests there is more to be seen.”

In the style of his “Follow Me To” series, named one of the “25 Best Travel Instagram Accounts” by Frommers, Murad Osmann has photographed six forward-looking images for Beringer that depict his now wife Nataly, reaching back for his hand and leading him forward. With a bottle from awarded Beringer’s Private Reserve collection in her hand, she beckons the viewer towards beautiful places all over the U.S. including the Rhine House at Beringer Vineyards, the Golden Gate Bridge, a lighthouse on New York’s Fire Island, and the New York City skyline. 

“Wine is fundamentally an experience, and one that Beringer promises to make a better one with our unparalleled history and the quality of our wines,” said Seth Hynes, Vice President, Marketing, at Treasury Wine Estates. “Through the Better Beckons campaign, we wanted to visually capture Beringer’s belief that a better tomorrow is always beckoning, and a spirit of American optimism that can and will lead us there. The imagery and perspective created by Murad and Nataly truly brings this ethos to life through a modern lens.” 

Better Beckons was created by J. Walter Thompson under the direction of Executive Creative Director, Ben James and Head of Art & Design, Aaron Padin. The multimedia campaign, which will launch in fall 2015 and run across owned and partner channels through June 2016, will run in consumer and trade print titles including Conde Nast Traveler, Food & Wine, the Wall Street Journal and others. Digital content will appear online in platforms including bon appétit, Robb Report, and Travel + Leisure, etc.  Additionally, out-of-home advertising is slated in New York, Los Angeles, and Dallas.

Creative Agency

Creative Agency: JWT New York