“We Are the Night” out of BBDO New York kicks off the rum brand’s largest global ad campaign to date, and it was shot right here in Mexico City serviced by The Lift.

Michel Gondry is the kind of visionary director that comes around once in a lifetime. He’s helmed music videos for Beck, The White Stripes, Kanye West, The Chemical Brothers, Bjork, and scores of others. He directed the acclaimed Eternal Sunshine of a Spotless Mind, and ads for brands such as Adidas, Gatorade, Levi’s, Nike, Gap, and Polaroid, just to name a few.

In his new spot for Bacardi from production company Partizan, Gondry applies so many of the beautiful stylistic touches that make his work unparalleled, in a fun and intoxicating spot that captures the spirit of nightlife.

In speaking to AdWeek, North American chief marketing officer and global lead for Bacardi Mauricio Vergara explains, “The ‘We Are the Night’ campaign recognizes that the night is so much more than the time of day. It’s a unique world, with vastly different behaviors, and we hope to capture that through the campaign and immersive consumer experiences.”