For the past few years, I've loved writing for Juice Media, a small yet mighty creative ad agency in Paso Robles. First, there's the subject matter (usually wine, but always something juicy). I get to be creative and inventive. I get to use my voice and point of view. Then there's the perks, like riding around on an electric scooter through the wine isle of the supermarket while the crew sets up for Juice's latest J. Lohr video series.
This iconic, family-owned Paso Robles winery has been around for more than 40 years and has a very loyal following...among, shall we say...the more seasoned set. But young people need good dependable wine too---and for pete's sake, it needs to be uncomplicated, because everything about being in your 20s right now is like living in some frightening dystopian episode of The Jetsons.
So, I used my millennial powers to craft the #YouKnowJLohr tagline and pen 8 distinct scripts for a national video campaign that also included inside sales, too. Pew! pew! (That's the sound of using my millennial powers while working at home in my underwear).
Dina Mande, high priestess of Juice Media pulled out all the stops for this campaign, using high-end movie star quality cinema toys (so fun) and casting a wide net for actors from the best corners of California (UCB Theatre, Groundlings, Improv Olympics). Settings include a gorgeous house in the Paso hills, a downtown Paso loft, J. Lohr vineyards, and local restaurants like Il Cortile. This was my first time being "on set" for a week, working with the same crew everyday, and learning how the magic is made.
Plus, I kind of felt like Peggy from Mad Men, if you replace the chain-smoking pig-headed boss with beautiful vineyards and lots of laughter.
Anyway, here's the first batch of videos focusing on Riverstone Chardonnay. Enjoy:
"ME TIME" was inspired by the latent frustration most women feel about "girl's night." Yes, girl's night is fun, but there's always drama, too. Who doesn't know "that girl" who talks to much about their dog/baby/boyfriend/perfect life/perfect career? In this case, I used my dog, Mavis, as "Penelope," the spoiled brat who tends to take over every conversation. Mavis did a great job! She even ad-libbed the end, where she goes for a piece of prosciutto.
Self-explanatory. Working your way up in any career is a bitch. Luckily for me, I only work with the finest individuals now, and I don't even have to put pants on. But I DO remember a certain Los Angeles area internship that led me to complete insanity. An UNPAID internship, I might add.
When I was in elementary school, I threw my retainer in the trash at a rate of probably once a week. I would leave it on my cafeteria tray while eating, and inevitably, it would end up in the trash, and I would have to dig through it until I found it under a gooey, half eaten pack of Gushers. No one called me trash mouth though. I thank my sister for this fact...although we did have quite a few passive aggressive fighting matches a la the video above.