The Bite Magazine - Spring/Summer 2024 - Issue 35

BELVEDERE 10 bitedrinks Behold The Spirit P erhaps the longest dap of slap, handshake, fist pound, and finger moonwalks between music icon Future and renowned director and actor Taika Waititi is demonstrated in the cinematic spectacle for Belvedere 10. The vodka’s campaign stages an intriguing ensemble involv- ing two white ‘70s Rolls Royces with Belvedere and 10 number plates, crocodile boots, a dilapi- dated hacienda turned night club, a New Zealand cowboy, a banging soundtrack and the legendary Future. The three-minute length director’s cut opens on Future dressed in all-white, cruising in style along a dusty road at sunset. In search of the new and elusive Belvedere 10, he enters Bar Belvedere to take care of business. He has a memorable face-off with Taika, who directed and featured in the short film, executing an intricate and coded handshake. Their rhythmic moves are deployed with perfection that seals the deal before Future is given access to a bottle of the desired spirit. “I loved that there was a readiness to craft some- thing unedited, genuine, and resolute,” Future remarked. “I appreciated the concept that you cannot feign it; you must genuinely embody it. This campaign delivers its message unapologet- ically. It balances simplicity with architectural extravagance, much like Belvedere 10.” Taika added, “There is a fine line that allows humour and rebelliousness to exist within luxury. This campaign embodies a rare moment where this intersection meets.” Future is known for his innovative sound and futuristic aesthetics, including the quintu- ple-platinum track ‘Jumpman’ with Drake. His collaboration with Belvedere 10 brings a fresh, modern perspective to the brand. Both appreciate the significance of staying true to one’s authen- tic self while embracing a distinctive style. The artist has been instrumental in shaping the visual and cultural narrative of Belvedere 10, blending his avant-garde style with the vodka’s timeless elegance. Oscar-winning director Taika Waititi, known for his unique storytelling and whimsical visuals, brings a different yet complementary influence to Images courtesy of Belvedere Vodka