"The idea was the wine is memorable enough to carry through to your next life, reincarnated. In this case, you have become a chicken. We thought of pigs, wolves and ants but tried to avoid the obvious clichés. I read somewhere that there are no insects in heaven. Ultimately we portrayed a giraffe, an albino Great Dane and a Belted Gallway. With limited resources and many days of editing this campaign for Venge Vineyards, it is one of my favorites. Chickens, in general, do not take direction well."