TBWA\Chiat\Day NY reached out to Motion Theory and director Mike Kudsi to envision the ultimate 'Absolut Night' - a sleek and sexy world of sparkle, lights, music and energy.

The spot opens with beautifully shot close-up imagery of nightlife iconography and objects, set in a dark minimalist lounge environment slowly coming to life. The camera pans across disco balls capturing lights being switched on, rows of gleaming martini glasses illuminated by a marquee sign, and DJ turntables whirring with dance music. When the camera pans out, it shows that these objects -- of which there are hundreds -- have actually been artfully arranged, like a sculpture, to spell out the letter 'A'. The camera sweeps across the rest of the letters that make up ABSOLUT, each letter similarly designed from hundreds of individual nightclub objects. As each letter hums to life (and turns on like a lightbulb), their combined energy creates a joyous explosion of these elements -- including a number of Absolut bottles -- which shower down before being drawn together again by force and reconforming into the ultimate Absolut Night. The spot closes with a transition from the inner world of the darkened studio setting to an outside space that's hustling and bustling to represent Absolut Night.

Partnering with photographer Dan Tobin Smith as artistic director, Mark Kudsi and his team at Motion Theory built and shot the letters A and T practically, augmenting some of the elements -- which numbered in the thousands, from objects as small as swizzle sticks to as large as entire bars -- with CG. The remaining letters that spell out Absolut then got the CG treatment from Mirada's VFX artists and were 100-percent digitally created.