christopher mcgauran
Client: Courvoisier
Role: Creative Direction, Photography
THE STORY
By 2017, Courvoisier’s international imagery across social media, ecommerce, and branded content had grown stagnant. The monotone visual system the brand had invested heavily in years prior was beginning to feel repetitive and dated. For a house rooted in heritage and craftsmanship, the imagery no longer reflected the depth, elegance, or vitality of the brand.
THE OBJECTIVE
Capture a new global image library during the 2016 grape harvest in Jarnac, France that authentically expressed the craftsmanship and provenance behind Courvoisier. The work needed to feel timeless, elevated, and versatile enough to live across international channels for years to come. It also needed to be executed efficiently, delivering premium results at a fraction of traditional large-scale production costs.
THE MOVE
With a lean crew consisting of myself as photographer and creative lead alongside one stylist, we traveled to Jarnac and Paris equipped with three cameras and a drone. Over five days of intensive shooting from dusk until dawn, we documented every layer of the brand’s story. We captured three vineyards during harvest, the distillery, the cooperage, the château grounds, the bottling plant, and atmospheric Parisian vignettes that contextualized the spirit within its cultural home.
The approach balanced documentary authenticity with refined composition, ensuring the imagery felt cinematic yet honest. By remaining agile and immersed in the environment, we were able to capture over 2,000 images across multiple lighting conditions and brand moments, creating a comprehensive visual library rather than a single campaign shoot.
THE RESULT
The refreshed imagery reinvigorated Courvoisier’s global digital presence and provided the brand with a versatile, long-term asset library. The client response was overwhelmingly positive, and the content rolled out across UK channels before expanding into U.S. media placements.
What began as a cost-conscious harvest shoot became a foundational visual reset for the brand — elevating perception while maximizing efficiency.