Naked Wines – Campaign Case Study
Photographer: Paul BarberaClient: Naked Wines Australia
Scope: Photography campaign showcasing winemakers and community
Overview
Naked Wines partnered with Paul Barbera to create a campaign celebrating the people behind the wine. Known for his intimate and observational style, Barbera was commissioned to bring to life the brand’s core values: authenticity, transparency, and community.
Approach
Shot between COVID lockdowns in Australia, the campaign focused on real people and real moments. Using only natural light and minimal staging, Paul captured a warm, honest portrait of Naked’s winemakers and their connection to everyday wine lovers.
Visual Direction
Barbera’s documentary approach brought depth and humanity to the campaign. Scenes of shared meals, sunlit vineyards, and spontaneous laughter highlighted Naked Wines’ unique model—supporting independent winemakers through direct-to-consumer sales.
Results
- Strengthened brand positioning as a community-driven wine platform
- Delivered a visual narrative that felt intimate, relatable, and real
- Reinforced Naked’s mission to demystify wine and make it personal
Key Takeaway
This campaign is a case study in the power of human-centered storytelling. By focusing on emotion over product, and people over polish, the visuals helped Naked Wines stand apart in a saturated market.