OLD OAK & OLEKSANDR GATSCO

Wine Boutique, Restaurant & Bar / Personal Branding

Client / Industry

Wine Boutique / Restaurant & Bar / HoReCa / Personal Branding

Duration / Format

4 years — long-term, daily collaboration
Full-cycle PR, creative, and production support from launch to stable brand growth

Project Overview

Wine and wine tastings formed the core conceptual foundation of all gastronomic projects created by restaurateur Aleksandr Gatsco.
Positioned in the luxury (De Luxe) segment, the personal brand strategy was built around wine expertise, refined taste, and the author’s gastronomic vision.

All projects were united by a single wine-driven philosophy and included:

• OLD OAK — wine boutique, restaurant, and bar
• Restaurant “Q” — a large-scale event-oriented wine and banquet space

Objectives

• Provide continuous PR, content creation, and production support
• Build and strengthen the personal brand of the restaurateur
• Promote wine-focused gastronomic projects
• Develop a refined cultural narrative around wine, live music, and curated tastings with unique gastronomic pairings

Challenges / Initial State

The collaboration began during the full-scale war in Ukraine, one of the most difficult periods for the restaurant and wine industries.
The luxury wine segment faced exceptional challenges related to security, audience behavior, logistics, and economic uncertainty.
Both projects were developed and operated under wartime conditions.

Creative & Marketing Strategy

The creative and marketing strategy was structured around three interconnected directions:

A) OLD OAK

The primary goal was to convey the unique atmosphere of a wine boutique, restaurant, and bar — its niche positioning, refined aesthetics, and constantly evolving wine collection.
An important mission was also wine culture development in the region: introducing guests to local wines and winemakers through tastings, storytelling, and direct interaction.

B) OLEKSANDR GATSCO — Personal Branding

Public perception of Oleksandr Gatsco and his projects was shaped through:

• Video storytelling and interviews
• Large-scale artistic photo sessions
• Thematic wine events with winemakers and invited chefs
• Video documentation of author’s live music evenings

C) Restaurant “Q”

This project became a logical continuation of Oleksandr Gatsco’s vision for wine-centered experiences, expanded with a strong banquet and large-event focus.
A spacious three-level venue with an open internal architecture allowed for:

• Large-scale events
• Themed dinners
• Weddings
• Live music concerts

The key task was to visually communicate this scale and versatility.

Art Direction & Production

Artistic expression played a key strategic role across all three directions.
Luxury wine projects required a cinematic, atmospheric approach:

• A series of in-depth interviews
• Artistic video storytelling capturing wine tastings, live music evenings, and gastronomic events
• Visual documentation of themed dinners with open-fire cooking, paired with premium wine brands

Atmospheric photography became a cornerstone of the PR strategy.
The visual materials were used for:

• Website development
• Promotional campaigns
• Industry portals
• Social media platforms

Key Actions & Solutions

• Full-cycle concept development and visual storytelling
• Creation of a strong club-style atmosphere through photo and video
• Interview production with the founder and invited guests
• 5 large-scale photo sessions
• 5 video productions
• Post-production, creative editing, animation, and motion design

PR & Media Work

Development of a complete set of high-end photo and video materials for:

• Advertising campaigns
• PR initiatives
• Media relations and press coverage

Events & Brand Experiences

Ongoing participation in brand events as a creative agency and production partner, including:

• Wine tastings
• Live music evenings
• Gastronomic collaborations

Partnerships & Collaborations

• Wine industry brands and local wineries
• HoReCa brands
• Sommeliers
• Chefs
• Local media and professional communities

Results & Impact

• Strong and recognizable brand presence in regional media
• High guest engagement and repeat visits
• Formation of a loyal audience
• Premium reputation within the region
• Broad coverage in specialized food, lifestyle, and tourism media
• Long-term strategic partnerships
• Sustainable brand growth over several years
• Creation of an extensive premium visual archive for advertising and media use

Project Closure & Context

Both projects were ultimately forced to close due to the war.
During one of the live music evenings at OLD OAK, two missiles struck a neighboring hotel located directly next to the venue.
By sheer coincidence, all restaurant guests survived.
Following this event, the OLD OAK restaurant was permanently closed.

This case stands as an example of high-level creative and strategic work carried out under extreme wartime conditions.

Team & Roles

Creative Director: Nataliya Nagorna
Video Project Manager: Serhii Boiko
Photographer: Nataliya Nagorna
Journalist: Nataliya Nagorna
Videographer / Video Editor / Motion Design: Serhii Boiko

Event Organization:
OLD OAK & Restaurant Q — Aleksandr Gatsco, Yevhen Michell

Sommelier: Yevhen Michell

Live Music Artists:
Anastasiya Bukina, Nana Kritsak, Vadim Bessarab, Valery, Avelina Tsehovalova

DJ: Lesha FM

Chefs:
Oleksii Dvorkin, Ruslan Konovalov

Visual Highlights

(Photo & Video Gallery)