Sometimes the edges of a brief is where the creative magic happens. In this campaign for CÎROC, Will Douglas had two challenges – to give the images a universal feel by not showing the model’s faces and to shoot everything wide-angle, in keeping with the vodka brand’s signature visual aesthetic.

By mixing up poses, experimenting with composition, Will produced a set of shots that have the life and energy he’s known for bringing to every project. Dancing figures, swooshing hair, clinking glasses, bottles raised – heightened by the exaggerated perspective. Sometimes the smallest gestures speak the loudest.

“How do you encapsulate people having fun when you don’t see their eyes? That was a real creative challenge.”

Will Douglas