Let's Leisure

CÎROC was born a disruptor — the world’s first ultra-premium vodka and a pinnacle of hustle culture luxury under the partnership of a now-disgraced music mogul. Once a nightlife icon, the brand lost relevance and needed more than a clean break; it required a cultural reset. A return to its roots as a refined elixir distilled from French grapes by a renowned vintner.

At a pivotal moment in a category still fueled by excess, we redefined the brand by slowing down. Leisure became intention — the new pinnacle of celebration framed as a creative act: powerful, generative, and restorative. More than a visual shift, it’s a call to celebrate on your own terms, reclaiming time as the ultimate luxury.

Directed by Emmanuel Adjei
Edited by Nia Imani
Photography by Trevor Stuurman
With Stewart Poindexter, Clelia Hernandez

Client: Ciroc, Diageo
Role: Creative Direction
Agency: Cartwright

Can Stop, Will Stop

Let’s Leisure exemplifies how culturally grounded storytelling can reinvent CÎROC for a new generation. We traded machismo spectacle for softness, vibrancy, and emotional texture — diverse faces and honest moments instead of club clichés. By championing conscious joy and reframing luxury beyond the night into the richness of the every day, life elevates to art.