An extraordinary vodka brand deserves an extraordinary night at an extraordinary city of Tel Aviv.

Don’t matter how you look at it, once you are responsible for the design and look and feel of an event of the most hip, right, cool and talented people in the city, a kind of an underground cultural event, you know you did something right. On top of it all, it's sponsored by Grey Goose, the best vodka in the world.

Welcome to Fly Beyond Tel Aviv.

According to its values for seeking the best and the extraordinary, we had to deal with some of the most complicated and sophisticated print jobs we ever did. Everything had to be precise, exalted and high-class finishes, with a pinch of speciousness. Grey Goose brand values emphasizes the bold, it is not afraid to say "I'm the best". Say, but never shout it out loud. Like the man that steps into a place, and everyone wants to be in his company.

We received the brand utterance and had to come align with it, so the focus had to be on the content rather than the ornamentations. The graphics had to say quality, interest and not "wow!"

It's easy to fall into this trap, and the final result shows we didn’t. The subtle use of texts and images with the Grey Goose graphic elements like the royal blue and the flying goose created the right environment to escort the campaign.