British actor — and generally beautiful man — Daniel Craig shows off a different side with premium vodka brand Belvedere. A stark contrast to the stoicism of the James Bond character he portrayed for almost 15 years, the campaign — which comprises a photoshoot with German photographer Juergen Teller and a short film directed by Academy Award-winning filmmaker Taika Waititi — displays Craig’s ability to put on a show.
Exuding big daddy energy, Craig busts out some dance moves choreographed by JaQuel Knight — a frequent collaborator with Beyoncé — set to an original track written and performed by Rita Ora and Giggs. The short film imagines how Craig’s life might look when the cameras stop rolling, following the James Bond actor move through a gathered crowd and pass over the Pont Neuf bridge in Paris. He dances his way through the lobby, hallways, up an elevator, and onto the roof of the opulent Cheval Blanc Paris before he makes his way to the Belvedere bar in his suite. Just as Craig is about to take a refreshing sip, Taika Waititi calls cut and asks him to take it from the top.
The accompanying campaign stills shot by Juergen Teller take place in the same suite — styled by Christine Centenera, the shoot takes on a clean, contemporary tone.
Check out the campaign imagery and watch the short film here.
Words by AR Staff
