Smirnoff Ice Double Black Launch Party

To launch Smirnoff Ice Double Black in Norway, Diageo partnered with Ringnes’ regional summer parties, selecting three key markets for a series of high-energy, after-party–style brand moments. The creative goal was simple and bold: flip the atmosphere instantly—transforming a standard bar environment into an electrified, late-night experience the moment the product was introduced.

 

I produced a flexible environment designed for a dramatic mid-event changeover, built specifically to come alive under black light. When the switch was flipped, the space shifted into an “all-things-neon” world—fluorescent décor, glowing signage, illuminated giveaways, and UV-reactive entertainment elements activating simultaneously.

 

The experience included an interactive glow-graffiti paint wall, branded glow accessories, and spontaneous dance performances that amped up the crowd and sustained energy throughout the night. The result was a high-impact, multi-city launch that created a clear product reveal moment and left guests with a visceral association between Smirnoff Ice Double Black and nightlife energy.