portrait of a providore

Client: Wirra Wirra
Agency: Parallax Design
Campaign: Regional Artisans

The Brief

Sparked by the refurbishment of their foundational ironstone buildings, Wirra Wirra sought to reinvigorate their tourism initiatives including cellar door and winery tours, and fine South Australian dining at Harry’s Deli. The challenge from our end was to introduce would-be guests to the range of behind the scenes tours on offer, simultaneously showcasing the facilities, the spectacular McLaren Vale setting, and the local people and produce which attract guests from the four corners of the globe.

The Concept

Red Fox Films approached this series as an opportunity to to tell the personal stories of the makers who bring their passions, produce and personalities to the tables at Harry’s Deli. We captured eleven short films set across six pockets of McLaren Vale, delving into the culinary delights for which the region is renowned, with each narrative focusing on the relationship between crafter and craft, and how this played into the broader Wirra Wirra experience. In order to most efficiently capture a number of locations and subjects across our five day shoot, we scouted each site prior to the shoot, scripted topics of conversation which would draw each speaker into a natural dialogue, and adopted a flexible schedule which adapted to changing availability and weather concerns.

The Result

The videos have collectively received upwards of 20,000 unique views on Facebook alone, and have been instrumental in the ongoing promotion of Wirra Wirra’s various winery tours, as well as to promote and distribute products to overseas markets.