WinePoynt developed a smart-phone app that provides personalized wine recommendations based on food pairing and previous purchase history. In developing ideas for their commercial, a user poll was conducted and the data suggested that customers were more likely to buy wines when it was recommended by a close friend or a relative. This insight lead to the design and creation of Vinnie, a simple character that would become the friendly face for the app.

A story was developed around the character where he faces the challenge of finding the perfect wine for a date. The focus was on developing slick and entertaining media for smart-phone screens and online web viewing. Vinnie later became the icon for the brand and a limited edition stuffed toy of the character was released.