HOME AND AWAY
Member’s Mark makes it feel like home wherever you go
ASSOCIATE
CREATIVE DIRECTOR
Role: CREATIVE LEAD . CONCEPT (proposed)
AREA: EXPERIENTIAL . HOME DECOR . LUXURY DIGITAL
CLIENT: MEMEBERS MARK (SAMS CLUB) AGENCY: DENTSU
To position Member’s Mark as a premium lifestyle brand, we propose a takeover of the Napa Valley Wine Train, transforming it into a mobile, immersive home experience. Three custom-designed carriages, a living room and bar, an open-air patio, and a cozy reading nook, would showcase Member’s Mark products in elevated, shoppable environments via QR codes.
The journey would end with a family-style dinner at a partner winery, featuring cooking demos, lounge vignettes, and outdoor screenings, turning the experience into a destination.
A 360° content campaign across Instagram, TikTok, and Pinterest would extend the activation through creator partnerships, shoppable content, and episodic storytelling, creating a scalable platform that blends inspiration, trial, and conversion.
