smirnoff ice

Ware was invited to bring to life the concept for the new Smirnoff ICE flavors – ICE Tropical refreshes everything. The project challenged us to translate the vibrant energy of summer into a frozen winter universe, building a striking visual contrast. Inspired by this duality, we developed an art direction that placed classic summer icons — such as beach chairs, umbrellas, and coolers — into a wintry setting, creating fresh visual narratives. Beyond the artistic elements, styling played a key role in building this atmosphere, expressing the concept through form, color, and attitude. The brand’s identity was subtly integrated into the landscape through a color palette that merged Smirnoff’s tones with glacial scenery. As part of our creative process, we used artificial intelligence to generate original visual references — moving beyond the expected and opening space for new scenographic possibilities.