Taylors Wines. THE EXPLORER
Taylors Wines is a family-owned winery based in South Australia's Clare Valley. Established in 1969, it has become one of Australia's most awarded wine brands, known for its pioneering spirit, meticulous craftsmanship, and deep connection to place. As a founding member of Australia’s First Families of Wine, Taylors represents a commitment to authenticity, artistry, and a generational pursuit of excellence.
2. The Brief
Taylors approached me to create a body of imagery that would become the visual foundation of their reimagined brand presence.
The goal was to tell the Taylors story in a way that was emotionally resonant, visually distinctive, and strategically versatile—serving across website, social media, printed collateral, and PR.
The creative direction centred around their brand essence, Look Beyond —a philosophy of seeking meaning beneath the surface and capturing the richness in the ordinary. The imagery was to reflect Taylors' brand archetypes (The Explorer, The Creator, and The Regular Guy) and convey their core values of Authenticity, Tenacity, Artistry, and Freedom.
3. My Role
I worked in close collaboration with the Taylors team across both photography and creative direction. They provided a thorough brief with clear strategic markers—brand archetypes, values, and references—which served as a valuable springboard. From there, I helped shape a cohesive visual language that brought consistency to tone, colour, and emotional atmosphere.
My role was to interpret and elevate the vision—translating conceptual direction into images that felt grounded, emotive, and distinctly Taylors. With their trust, I guided lighting decisions, image sequencing, and the rhythm of each scene to reflect both the brand’s essence and the lived experience of the vineyard.
On location in the Clare Valley, the first day of each trip was devoted to reconnaissance—mapping light movement and scouting optimal shooting positions. Mornings often began before sunrise, requiring careful planning and intuitive on-site decisions to capture the vineyard and its people at their most expressive.
4. Execution
The production unfolded under demanding but rewarding conditions—sunrise starts, golden hour transitions, and late-night wrap-ups were all part of the rhythm. Across every moment, we worked with focus and flexibility, often adjusting in real time to catch the light at its most expressive—all with a smile and a shared sense of purpose. The project was executed over two seasonal shoots (October and March), each spanning three days. This two-part structure allowed us to visually explore the Taylors story across time, grounding the imagery in the rhythms of the land.
October (Spring) focused on legacy and process: the textures of old vines, early-season light, bottling sequences, and the artistry of barrel-making at AP John Cooperage. The vines were gnarled and sculptural, embodying the quiet strength of Taylors' history.
March (Autumn) brought abundance and life in full expression: lush grapes at peak ripeness, harvesting in motion, and intimate portraits of the Taylors family and winemaking team. These scenes added warmth and emotional depth to the campaign.
Portraits were an essential thread—captured with patience, clarity, and emotional sensitivity. Working with non-professional talent required a directorial style that was both confident and encouraging, helping each person settle into their role within the story.
Smaller natural elements—insects, textures, the movement of soil—were also woven throughout, reinforcing the authenticity and untamed beauty of the vineyard.
Colour and Editing Approach
In post-production, I chose to slightly mute the blacks across the set to create a softer, more vintage-inspired tone that felt aligned with Taylors' storytelling heritage. The overall grade pushed warm tones where possible, particularly in golden hour and harvest scenes, while preserving the natural colour fidelity of the landscape and environment.
To maintain cohesion across two seasons, I used a compressed contrast tone curve, creating a clean pop from black to white without harsh transitions. Grain was kept minimal to preserve clarity and modernity. The result was a polished yet grounded aesthetic that feels timeless, emotive, and distinctly Taylors.
5. Outcome
The Taylors team was thrilled with the final imagery. As Communications Manager Brian Olsen put it, "We ADORE them."
The images are now featured extensively across Taylors’ website, digital channels, printed marketing, and international advertising. The work continues to anchor their brand storytelling, offering a cohesive and emotionally rich visual presence.
Project Overview
Client: Taylors Wines
Scope: Creative Direction & Photography
Duration: Two seasonal shoots (Spring & Autumn), 3 days each
Delivered:
– Over 6,000 images captured
– 1,100 images delivered for proofing
– 250+ images professionally edited
– High-res imagery for digital, social, PR, and print
Licensing: Full copyright ownership for global use
Client Team: Miles Omodei and Brian Olsen
Outcome: Visuals now used across all key brand platforms, contributing to a cohesive and emotionally resonant brand expression
Budget: Please email for details.
