The Prisoner Wine’s Donovan Mitchell Partnership

As a longtime fan of the brand, The Prisoner Wine enlisted Donovan Mitchell for a pre-season campaign aimed at enhancing his wine knowledge and refining his palate. Committed to continuous learning and exploration both on and off the court, Mitchell's curiosity has fostered this partnership with the Napa-based winery through a multi-chapter training video, documenting the time spent at the winery.

Much like The Prisoner brand, the approach was lighthearted yet sophisticated; approachable luxury. Our capture was varied with a beautiful balance between the stylized vignettes and documentary.

Smooth shots of training are mixed with roving moments of Donovan playfully interacting with the brand. These candid moments juxtapose the stylized Q&A set up where the elevation of The Prisoner brand comes full frame. This dynamic set up allows viewers to both understand the process, and relate with the product like never before.

The output included personal storytelling and educational content, resonating with a broader audience, combining sports, lifestyle, and luxury in a way that felt authentic. The partnership between The Prisoner and Donovan Michell brought significant exposure to The Prisoner Wine Company, with increased online traffic, social media engagement, and overall visibility in the luxury and lifestyle market. Generating media buzz and attention across multiple platforms—sports media, social media, and lifestyle publications—assisted the brand tap into Mitchell's fan base and demographic.