Purcari Wineries announced a strategic partnership with legendary football coach Mircea Lucescu, who joined the brand as both brand ambassador and minority investor. The launch required a suite of high-impact visuals to support press releases, website content, and social channels, capturing the prestige and personality of the collaboration.
Our role was focused exclusively on producing the photography that would lead the visual narrative of the campaign.
Provide strong, authentic, and versatile imagery that:
The imagery was produced with attention to brand tone — confident, elegant, and accessible — while maintaining the stature of the ambassador.
We executed a professional photo series designed for multi-channel use:
Photography Services Provided
✔ Creative planning and shot list based on campaign goals
✔ On-set direction and coordination
✔ Professional stills of Mircea Lucescu with Purcari product range
✔ Contextual images suited for press and digital rollout
The resulting photography:
By focusing on high-quality visual storytelling, the campaign assets helped Purcari Wineries:
Our photography delivered a strong visual backbone for the Purcari Wineries x Mircea Lucescu partnership launch — combining professionalism, narrative clarity, and brand alignment to support the campaign’s strategic goals.
Brand: Purcari Wineries
Agency: GRFplus
Photographer: Sebastian Loghin
Star: Mircea Lucescu
Project Coordinator: Cristina Petcu
BTS: Daniel Boiangiu
Makeup Artist: Laura Perian
January 12, 2026
Photography
