CÎROC was born a disruptor under the partnership of a now-disgraced music mogul. Once a nightlife icon, the brand lost relevance and needed more than a clean break; it required a cultural reset. Let’s Leisure became intention — the new pinnacle of celebration framed as a creative act: powerful, generative, and restorative, reclaiming time as the ultimate luxury.
Directed by Emmanuel Adeji at The Directors Bureau
Edited by Nia Imani at Work Editorial
Music Composition - DJ Rosegold
Art Director - Clelia Hernandez
Creative Directors - Keith Cartwright, Nate Ripp
Made at Cartwright
The Visual World
Let’s Leisure exemplifies how culturally grounded storytelling can reinvent CÎROC for a new generation. We traded machismo spectacle for softness, vibrancy, and emotional texture — diverse faces and honest moments instead of club clichés. By championing conscious joy and reframing luxury beyond the night into the richness of the every day, life elevates to art.
Photographer - Trevor Stuurman
Art Director - Clelia Hernandez
