SIMI Wines — “Bring Out That Boss”

The term “Girl Boss” once represented female empowerment, but evolved into a minimizing label that defined women by their gender before their achievements. SIMI Wines wanted to take a bold, purpose-led stand by retiring gendered honorifics (like “female leader” or “lady boss”) and shifting the cultural narrative toward earned merit and equal respect.

I helped concept and write the anthem campaign, “Bring Out That Boss,” positioning SIMI Wines at the center of a timely cultural conversation. The campaign called on audiences to drop unnecessary gender labels and celebrate women simply as bosses, founders, and industry leaders. I developed the core messaging platform, commercial script, and cross-channel campaign assets, balancing brand purpose, sharp cultural insight, and memorable storytelling.