Photographer Miles Aldridge is in charge of Kim Crawfords summer ad campaign

Photographer Miles Aldridge is in charge of Kim Crawford's summer ad campaign

Kim Crawford Wines has turned guests at an upmarket art show into the stars of its latest US advertising campaign.

The Constellation Brands-owned unit disguised the New York event, held last week, as an exhibition of photographer Miles Aldridge's work. But, when guests arrived, they were invited onto elaborate sets and photographed by the artist for Kim Crawford's 'Undo Ordinary' ad campaign, which is set to run in the US this summer.

The photos produced at the event include a swarm of butterflies carrying bottles of wine across an all-white set to guests standing beside a piano.

"Through this campaign, we wanted to convey Kim Crawford's history of innovative thinking, pushing boundaries and challenging routine," said Kim Crawford's marketing director, Ingrid Bekkers. 

The campaign will run across the US with an online, print, outdoor and social-media presence. The print campaign will run in key luxury and trade publications including Elle, Elle Decor, Harper's Bazaar, Details, DWELL and Wine Enthusiast.

Back in October 2010, Anthony Walkenhorst replaced Matt Large as Kim Crawford's chief winemaker.