The spirit of inventiveness is in all of us. Smirnoff is setting the stage to bring that spirit out. Nocturnal Awakening is the rallying cry for trying something new.

The film is centered around a Ring Lady – the personification of the night – inviting the creators, the curious, and the yearners to come and take part in an abstract spectacle of night creation – injected with Smirnoff.

Bold, alluring, enigmatic, the night calls to the people. And as she does, the results of their inventiveness unfold before us in extreme, abstract detail.

"Sound, Flavor, Texture and Sight" are all key elements of Smirnoff's Nocturnal Awakening. So, the music was most certainly key to the intrigue and feel of the spot.

We gathered real sounds in the space, and pushed the sound design into the foundation of the music.

As the commercial builds, so does the music, and the Nocturnal Awakening begins.

This was a scored original track created with Squeak E Clean. Work on the music started before shooting began, and helped guide the pace and feel.

As we started the edit, we continued to develop the base, and eventually, the sound held together the momentum and energy of the piece.

Once released, it was as if the music became a character in and of itself. People were intrigued by the track, and wanted to know where it came from – adding to the mystery.

As the foundation for Smirnoff’s new brand world, the book is shaping all global work moving forward. It has already inspired creative across continents, ranging from in-store to digital to OOH to TV spots. As markets continue to launch “Yours for the Making”, and more work enters the world, the book is the standard and inspiration for all communications. The book steers the look and feel as well as the strategy for all Smirnoff work globally.