Gallo's National Sales Meeting

The brief

Wild Creative brought the project in: four brand videos for Gallo’s National Sales Meeting in San Diego. Three to play during the NSM itself — Mark West, Beach Juice, and Waterbird, each with its own brand team and creative direction. The fourth, Whitehaven, was a different format: a brand-story / timeline piece for the kickoff event.

Under a month from kickoff to delivery. The event date couldn’t move.

The thing that made it interesting wasn’t the timeline alone. It was four parallel approval cycles — each brand had a different team, a different point of view, and a different pace. Asset delivery was slower than the schedule needed. Stitching four pipelines into one delivery deadline was the real work.

Approach

The first decision was internal: I assessed everything else on the calendar and re-prioritized to clear the runway for Gallo. Without that, the timeline doesn’t survive the first slow-asset day.

The team was small. I ran project management and creative direction; three animators handled the four parallel tracks. We worked through Wild Creative as the agency intermediary to each brand team — tighter feedback cycles, but more triangulation when a brand point of view shifted mid-cut.

Each video was its own bespoke treatment. No shared system, no shared edit grammar, no music package we could re-skin four times — each brand needed its own look. Footage was mostly brand-supplied; where the libraries didn’t cover something, we sourced stock that fit the creative.

That’s the part that made this hard to deliver in 25 working days: no shortcuts. Four pipelines, four creative builds, four approval cycles, one immovable deadline.

Outcome

All four videos delivered on time, with five days of buffer before the event. Three played at NSM; Whitehaven played at the kickoff event as a brand-story / timeline piece.

Feedback from the event was positive, and Wild Creative has brought more work since — currently pending confirmation on a multi-year holiday event project with a local municipality.

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Team: Alex Walk + collaborators Year: 2025