Our latest production saw a collaboration between global brands, insanely talented creatives, a prodigious director duo and incredible musicians.

Smirnoff’s #WhatWeBring campaign from 72andSunny New York and Vice sheds aside your average alcohol commercial to emerge as something bigger and bolder, a Kiesza and Djemba Djemba music video entitled “Give It To The Moment,” directed by LEGS Media’s BRTHR. It’s all part of a campaign from Smirnoff launching a new product line called Smirnoff Electric, that’s targeted at bringing together the brand’s international audience through music (and sure, a few rounds of Smirnoff Electric spirits).

The music video was shot partially in Mexico City by BRTHR, using just four cameras and an iPhone as visual equipment. Not only did Mexico play itself, but we were able to create the scenes of two other locations within Mexico City (see if you can spot them in the spot above). BRTHR had a clear and masterful vision in executing the spot and it was stunning to see the duo adhere to their treatment so closely, aware of every shot they needed and just how they would make it happen. With the help of our frequent collaborator, production designer Roberto Bonelli, the video perfectly captures the fun and effervescent scope of #WhatWeBring.

The gist of the campaign at large is to be inclusive: people of all genders, races, ages, creeds and beyond can come together to create something original. To put it simply, #WhatWeBring is a “global social movement, powered by music collaboration, designed to celebrate the power of inclusivity.”

According to official press from Smirnoff, this original collaboration between brand, music, and global citizens gives rhythm to the movement itself. The project will culminate in a feature length documentary following the track’s remix across five continents with five artists, including Mexico’s own Toy Selectah.