SIMI Wines
Goodness from Grit.
Isabelle Simi has the most fascinating life story that quickly resonated with every member of our team.She is a tough-as-nails Italian woman (me, perhaps?) who was always 5, or 500, steps ahead of the rest.
Behind her tough, and for the time “unladylike” exterior, was a woman devoted to keeping her family heritage and legacy alive.
Her spirit really is the best metaphor for the land, wine, and the course of this entire project. Grit was most certainly needed after a 19 hour flight to Buenos Aires and back due to the initial COVID-19 outbreak. But here’s to the goodness that came from patiently waiting until we could film and share her story. Cheers to Isabelle...
Isabelle Simi has the most fascinating life story that quickly resonated with every member of our team.She is a tough-as-nails Italian woman (me, perhaps?) who was always 5, or 500, steps ahead of the rest.
Behind her tough, and for the time “unladylike” exterior, was a woman devoted to keeping her family heritage and legacy alive.
Her spirit really is the best metaphor for the land, wine, and the course of this entire project. Grit was most certainly needed after a 19 hour flight to Buenos Aires and back due to the initial COVID-19 outbreak. But here’s to the goodness that came from patiently waiting until we could film and share her story. Cheers to Isabelle...
Film:
Isabelle-isms:
SIMI-festo:
It’s said that good things come to those who wait.
But contrary to this popular belief, good things in life never just land in our laps.
They come to those who work for them.
To those who sweat. Those who grind. Those who get in the thick of it.
Indeed, our fearless leader, Isabelle Simi, knew this better than anyone.
Day in and day out she put on her apron and got down to work.
Persevering not for the sake of it, but to perfect every last drop.
And in 1920, when the government threw down its biggest blow, Prohibition.
She held strong.
And came out even stronger when it ended.
You see, goodness doesn’t come from luck or fortune.
But from grit.
From a steely belief that something good is just over the crest.
Something better. Something more.
Today, SIMI thrives by this notion of hard work.
Just like the people who love our wines, who embrace that fighting spirit.
They know that there is always something better to reach for.
Yes, good things come to those like Isabelle.
![]()
But contrary to this popular belief, good things in life never just land in our laps.
They come to those who work for them.
To those who sweat. Those who grind. Those who get in the thick of it.
Indeed, our fearless leader, Isabelle Simi, knew this better than anyone.
Day in and day out she put on her apron and got down to work.
Persevering not for the sake of it, but to perfect every last drop.
And in 1920, when the government threw down its biggest blow, Prohibition.
She held strong.
And came out even stronger when it ended.
You see, goodness doesn’t come from luck or fortune.
But from grit.
From a steely belief that something good is just over the crest.
Something better. Something more.
Today, SIMI thrives by this notion of hard work.
Just like the people who love our wines, who embrace that fighting spirit.
They know that there is always something better to reach for.
Yes, good things come to those like Isabelle.
Credits:
Agency: Venables Bell & Partners
Chief Creative Officer: Will McGinness
Creative Director: Gus Johnston
Associate Creative Director: Ryan Hoercher
Art Director: Megan VanDagens
Junior Copywriter: Marisa Valente
Junior Art Director: Alyssa Lee
Senior Art Director: Aisha Hakim
Senior Designer: Dani Saputo
Director: Nick Ball
Launch Date: Spring 2020
Mentioned in AdWeek
Chief Creative Officer: Will McGinness
Creative Director: Gus Johnston
Associate Creative Director: Ryan Hoercher
Art Director: Megan VanDagens
Junior Copywriter: Marisa Valente
Junior Art Director: Alyssa Lee
Senior Art Director: Aisha Hakim
Senior Designer: Dani Saputo
Director: Nick Ball
Launch Date: Spring 2020
Mentioned in AdWeek