“When we began working with New Amsterdam Vodka, it was a little-known brand with a skyscraper on the bottle and a name taken from New York before it was New York. To draw interest in the brand from its intended audience—urban 20-something men—we showcased fun city living in a campaign called It’s Your Town. When you’re young, you feel a sense of ownership and community that makes you love the place you live. We tapped director Nima Nourizadeh, who’s known for his epic party scenes, and up-and-coming rapper Crown to help us arrive at the intersection of civic pride and unabashed socialization.”