Welch’s

Welch’s · Tough As Grapes

Welch’s · Grown Here

In the latest brand film for Welch’s, titled Grown Here, the CPG giant pivots from the supermarket shelf to the soil, offering a poignant look at the agricultural legacy fueling its iconic products. The project, brought to life by the creative team at V A G R A N T S and agency partner Betsy Watson, centers on grape farmer Paul Kilian as he reflects on his family’s multi-generational history in Washington state. Moving beyond standard advertising, the film utilizes a documentary approach to capture the atmospheric beauty of dormant vineyards during the quiet winter months. Through a blend of drone footage and intimate, interview-style portraiture, the narrative leans into a sense of grounded nostalgia. The execution favors high-end cinematic visuals, specifically leveraging golden hour lighting to cast a warm, inviting glow over the expansive rural geography. By pairing slow motion sequences with live-action technique, the production transforms professional viticulture into a compelling human story, emphasizing the quiet dedication behind the craft. This lifestyle-oriented content successfully bridges the gap between industrial scale and personal heritage, ensuring the brand feels both accessible and deeply rooted in tradition. It is a masterful exercise in narrative pacing, allowing the landscape itself to communicate the wisdom and labor passed down from one generation to the next without feeling overtly commercial or forced.

Welch’s · Break Out The Fancy Juice

Welch’s celebrates the holiday season in 'Break Out The Fancy Juice,' a festive commercial that captures a family gathering around a decorated Christmas tree. The narrative follows a group attempting to take a portrait before transitioning into a celebratory moment involving the brand’s sparkling juice. Directed through a cinematic lens, the spot utilizes live-action technique and warm lighting to frame the indoor scene. Heavy Duty Projects provided the music and sound design, which plays a central role in driving the pace of the action as glitter and bubbles fill the frame.

Welch’s · Anthem

Welch’s · Tough As Grapes

Welch’s · Heart Healthy

Welch’s · Let’s Fruit Stuff Up