Vodka brand Belvedere has released a charismatic ad campaign that shows a different side of the critically renowned actor Daniel Craig. This unexpected and hilarious team effort, directed by Academy Award winner Taika Waititi, showcases Craig’s capacity to surprise and inspire. The brand’s new campaign highlights how he embodies the brand’s values of confidence and courage, creativity and curiosity; adventure and passion; living life to the fullest.

Taika Waititi envisions how things may be when the cameras aren’t filming. Craig makes his way through crowds and over the Pont Neuf in Paris. The English actor jubilantly sashays across the lobby, halls, and rooftop of the opulent Cheval Blanc Paris. Craig eventually sidesteps into the lavish apartment and dances to the Belvedere bar. He is ready to take a swig when the director suddenly calls “cut,” at which point Waititi makes a cameo appearance and instructs him to do it again, this time from the very top.

Belvedere brought together a great group of contributors for its courageous and rebellious campaign. The advertisement features an original song written and performed by Rita Ora and Giggs. Produced by hitmakers Invisible Men, Bandits, and Hungry Man, choreography by JaQuel Knight accompanies the music. Meanwhile, Juergen Teller, no stranger to the fashion world, shot the accompanying ad stills. Finally, Christine Centenera styled the shoot with a fresh, contemporary aesthetic.