Lake Bell teams with wine brand Nomadica in skin-themed campaign – The Hollywood Reporter

Lake Bell has creatively entered the boxed wine business.

The multihyphenate partnered with Nomadica to write, direct and produce the brand’s first creative campaign for its new Orange offering, and joined the Los Angeles-based team to serve as creative advisor.

Nomadica’s orange is described as a “skin contact white wine,” meaning that the skins of the grapes remain in contact with their juice during fermentation. This particular blend blends Chardonnay, Grüner Veltliner and Albariño grapes with tropical notes including pineapple and jackfruit and is complemented by aromas of orange blossom and dried chamomile flowers. The can boasts an artwork titled “Plant Melody” by visual artist Yadi Liu.

As for the campaign, which features video and photos, Bell went for the skin-to-skin theme by playing up the relationship between two people. She worked alongside creative director Aidan Duffy to cast couples spanning race, age and gender in three intimate vignettes that embody the term “skin contact” between couples.

“It’s always an honor to collaborate with like-minded creators, so working with Christine and Aidan was a fun and rewarding endeavor,” said Bell, who broke out as a director with the 2013 film. In a world before proceeding to targeting I Do…Until I Don’t, Children’s Hospital, Pam & Tommy and Bless this mess, the latter of which she co-created with Liz Merriweather. “I’ve always admired Nomadica from afar—the elegance and integrity of the brand was so evident—so when I learned it was owned by a woman, I knew a creative partnership would make sense. Now I’m excited for the world to see our orange wine dream.”

Orange comes in a four-pack and is available for purchase online at (shipping to 46 states) as well as in person at Whole Foods locations in California, Texas, Colorado, Illinois, New York and New Jersey and select retailers in the whole country. Launched in 2020, Nomadica comes from Michelin star-winning sommelier Christine Olszewski, who serves as founder and CEO. According to the brand, the wines are sustainably grown, low intervention, minimal sulfur and dry (no sugar).

Check out footage from Bell’s new Nomadica campaign below.