Orlando Bloom x The Wine Legend
Casillero del Diablo
Casillero del Diablo set out to create a new global campaign for The Wine Legend, the brand’s iconic saga built around mystery, darkness, and the legend that has defined its identity for decades. DAf kicked off 2012 by developing a new way to tell its story- in the form of a movie trailer, which today feels more cinematic than ever thanks to the inclusion of a Hollywood actor. This year, Orlando Bloom joined Casillero del Diablo as global ambassador, bringing cinematic sophistication and international reach to the brand’s new chapter.
A New Chapter
The challenge was to discover how Orlando Bloom could become more than the face of the campaign. Rather than simply appearing as the brand ambassador, he would become the protagonist as the narrator of the legend itself, using a simple and focused narrative built around his direct, powerful telling of the story. The campaign film moves between the historic Casillero del Diablo cellar in Pirque and a sophisticated cocktail party hosted by Orlando Bloom. As the storyteller, he connects the mystery and heritage of the legend’s origins with its contemporary expression. Together, these contrasting worlds create a cinematic narrative that elevates the brand while inviting audiences into the legend.
The Face of the Brand
The campaign’s key visual draws inspiration from the refined layouts of the luxury watch world. Through precise composition, elegant typography and a strong sense of craftsmanship, the piece introduces Orlando Bloom as the new face of the legend while elevating Casillero del Diablo within a more sophisticated and contemporary visual universe.
An Elegant Composition
"There’s a quiet confidence to Orlando
- I wanted him to feel chic and timeless, something that isn’t questioned, instead something powerful and strong."
- Monty Jackson, Stylist
His presence gave the film a sense of intrigue and magnetism, allowing him to guide the viewer through the contrast between legend and lifestyle. In the cellar, he embodies the mystery of Casillero del Diablo. At the party, he brings the legend into the present, making it feel social, premium, and culturally relevant.
Orlando Bloom at the Center
The production also included a full photographic shoot, capturing the atmosphere, key moments, and exclusive images with Orlando Bloom. These assets extended the campaign beyond the hero video, creating a complete visual universe for the brand across markets and touchpoints.
A Campaign Beyond the Film
DAf, a global creative agency with expertise as a wine branding agency and creative advertising agency, developed a campaign that could differentiate Casillero del Diablo through scale, atmosphere, and storytelling. The entire production was led by DAf’s in-house production team, which faced the additional challenge of creating a seamless, high-level production experience for Orlando Bloom and his team during their visit to Chile.
A Creative Vision
Every creative, logistical, and technical detail was carefully planned, from pre-production sessions that brought teams together in our offices, to the two-day shoot across different locations, to the post-production process that shaped the final cinematic world. The result was a production of remarkable ambition, created to match the global relevance of the ambassador and the strength of the brand.
