Grey Goose is sliding into a smoother summer with their latest campaign work from MullenLowe LA. Billed under the line ‘Pour Yourself Something Smooth’, the work aims to deliver on the elusive state of mind that comes with warm weather, a clear calendar and a Grey Goose cocktail in hand.

The work builds on the brand’s visual relationship with nature as established by their recent campaign launch of Grey Goose Essences. The film takes the viewer through a peak summer moment from the perspective of a Grey Goose aficionado’s spot on an endless chaise lounge, gliding through the day as a Grey Goose cocktail comes together in his glass.

“The direction of our latest work marks a further evolution of Grey Goose’s brand world, opting for a more self-aware and sensory-oriented approach to the premium spirit’s brand communications,” said Grey Goose vice president global marketing, Martin de Dreuille.

Both film and still photography were shot by director and photographer Dean Alexander. MPC led the work of bridging the gap between the location and the endless chaise lounge, integrating the choreography of a drink made in motion with a mounted camera and plenty of dolly track. The campaign’s accompanying design work infuses the photography and social assets with the same smooth aesthetic through graphic compositions and kinetic type.

As a wink to the brand’s name and the tone of the work, the spot ends with a goose and a knowing nod.   

The work will appear in the US, UK, Australia and Canada across linear TV, OLV and social media, with a heavy presence during NBA games.