Smirnoff wanted to launch their next installment of the Nightlife Exchange Project, but it had to be bigger than the previous year, so they partnered with Madonna.
The NYC portion of the global campaign was a casting call to everyone who wanted to compete for the coveted role as a dancer in Madonna's dance crew. Thousands turned up. The campaign consisted of a brand spot, several videos including casting and intro films. Behind the scenes and PR also contributed to its success. I was heavily involved in the production aspect, from styling considerations for the dancers and event space, to the the overall narrative and edit. Sleeping wasn't really an option.