Working with photographer Norman Jean Roy, we created a cinematic high-society party populated by characters, unexpected moments and just enough mischief. The resulting visual world extended across print, digital, social, POS and out-of-home throughout the U.S., Canada and China, including placements in Vanity Fair, Esquire, transit environments and billboards.

We also extended the relaunch beyond traditional media through a partnership with Uber and social films built from behind-the-scenes campaign content.

The idea gave Sterling a platform that could flex globally with enough personality to feel unmistakably its own — sophisticated, magnetic and never too serious.