Assistant Producer — Smirnoff "We Do Us" Global Campaign Launch

Agency: RanaVerse | Location: London, UK | Client: Smirnoff (Diageo)

For the global launch of We Do Us, Smirnoff’s award-winning campaign focused on accessibility in nightlife spaces, I served as Assistant Producer supporting the creative and production leads across pre-production, on-site execution, and post-event wrap.

Key Responsibilities:

• Coordinated with photographers and videographers to ensure all required campaign and social content was captured, including hero shots, interview setups, and brand moments.

• Conducted on-site interviews with performers and talent, working alongside the press and content teams to maintain a consistent campaign narrative.

• Captured behind-the-scenes footage to support social content, BTS recaps, and post-campaign storytelling.

• Assisted with call sheets, production run-of-show, and crew communications to ensure smooth day-of-event logistics.

• Liaised with talent wranglers, venue staff, and accessibility partners to facilitate seamless movement and preparation throughout the venue.

• Supported the creative team during live performances, ensuring transitions between acts were smooth and scheduled shots were executed according to run-of-show.

• Oversaw visual brand placement and set design continuity, verifying alignment with campaign messaging and accessibility initiatives.

The We Do Us campaign was a landmark moment for inclusive nightlife, exceeding KPIs with:

• 3.54B+ potential impressions

• 1,475+ pieces of media coverage

• 1,570+ organic ad views

• 200+ organic social posts

• Guest experience rated 4.9/5 and accessibility scored 4.6/5