Belvedere has launched a new global campaign featuring Daniel Craig, as he has never been seen before and directed by Academy Award winning Film-maker Taika Waititi.

The campaign aims to represent the ‘pure emotion captured in a glorious moment of feeling free’ and brings together a stellar combination of creatives. Craig’s choreography comes from the celebrated JaQuel Knight as he dances through the streets of Paris to an original track written and performed by Rita Ora and produced by the globally renowned Invisible Men, Bandits and Hungry Man. The accompanying campaign stills were photographed by the iconic Juergen Teller.

Waititi aims to capture how life might look when cameras are not rolling and shows Craig dancing across the Pont Neuf Bridge in Paris, before he moves through the lobby, hallways and rooftop of the luxurious Chvael Blanc Paris. Craig continues his dance into a hotel suite before moving to a Belvedere bar with the director shouting cut just before he takes a drink, asking Craig to take it from the top once more.

The campaign launched in Times Square and will continue to rollout across preeminent billboards and at key events over the coming months.

See the full video below:

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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