A Winery Weekend
What started as a flicker of an idea turned into one of the most joyful experiments I’ve done in a long time.
A Winery Weekend is a personal creative exploration—a lifestyle campaign imagined from scratch and brought to life through a mix of art direction, editorial storytelling, and AI-assisted imagery using Midjourney.
I wanted to evoke that feeling of slow, golden time. A place where the wine is cold, the linens are wrinkled just right, and everything—from the picnic spread to the guest house drapes—feels tactile, thoughtful, and sun-drenched.
This project blends my love of interior styling, product-forward storytelling, and escapist editorial campaigns, all through a lens of intentional visual direction. Using Midjourney, I generated imagery that pulled together the architecture, mood, and casting references that I might usually build out through moodboards, scouting, and styling. It’s not meant to replace production—it’s meant to expand possibility.
The world of A Winery Weekend imagines:
A golden hour arrival and a cold glass of rosé under the olive trees
Silky robes in guest room suites with light that pours in like butter
Orchard walks, vintage stemware, and a flower arranging class under the pergola
Product moments that don’t feel like ads—but invitations
Soft-focus storytelling that brings warmth to even the simplest scene
This was a chance to stretch in a new direction, pairing AI-generated visuals with the kind of brand storytelling I’ve led for years in luxury lifestyle, interiors, and DTC campaigns. And yes—I now fully believe that even a citrus crate or a pistachio tin can be a vessel for joy when the right story is behind it.
If you’re a creative team looking to build lush, campaign-ready concepts—or if you want a visual storyteller who can see the full picture from spark to final spread—I’d love to connect.
—
Ruthie Kohrman
Art Director | Photo Editor | Visual Storyteller
Open to projects and roles in Los Angeles, Miami, and remote
