Elevating A to Z Wineworks’ digital presence from an overplayed UGC- (and influencer)-only approach to something more refined—while keeping it fun, playful, vibrant, young, and relevant—has been a blast. We’re finally hitting the mark with the imagery. The content I produced from 2023 to 2025 supported the "100% All The Things" campaign, spanning on-premise, retail, and digital channels. Over the course of this work, my role evolved from production support and second shooter to videographer and, ultimately, creative lead.