The “We’re Open” campaign for
Smirnoff celebrates what's
great about nightlife everywhere,
the spirit of openness.

Art Direction & Design. 

There are many things physical and mental that can separate us and pull us apart. It's safe to stay within our comfort zone, but for many people this isn’t an option, literally or metaphorically. In this installation of the Smirnoff “We’re Open” campaign, the singer Nadia Theran explained her vision of a world without these borders.

On our smartphones, in clothing or advertising, pop culture increasingly incorporates difference and heterogeneity in its principles and pushes brands to evolve in the right direction.
And that's good.