Project Tiny Home Purpose-Driven Storytelling for Sutter Home
Bringing warmth and inclusivity to an iconic wine brand — making wine feel approachable and inviting to all.
The challenge
Sutter Home wanted to modernize its image and connect with younger wine drinkers who value purpose-driven brands. The goal: show that Sutter Home is more than a wine company — it’s a brand that cares deeply about community and inclusivity.
The idea
Through a partnership with Operation Tiny Home, we launched Project Tiny Home: an initiative to help individuals and families across the U.S. overcome the biggest barrier to homeownership — the down payment. The campaign included a powerful five-part video series, emotional storytelling across social channels, and a dedicated microsite to engage consumers and inspire action.
Role & contribution
As creative director, I led the strategic development of the overall program narrative and visual identity. I oversaw all video content — from concepting and story development to production and rollout — and guided the creation of supporting social and digital content to build broad awareness and advocacy.
Results & impact
Over 1 million video views across YouTube and social platforms
Generated double-digit growth in social engagement during campaign periods
Inspired thousands of consumers to engage through microsite traffic and donations to Operation Tiny Home
Strengthened brand perception among younger wine drinkers, reinforcing Sutter Home’s image as inclusive, caring, and community-focused
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