Leo Burnett Sydney's new campaign The Smirnoff Pure Challenge, featuring music producer and artist Pharrell Williams has just hit the airwaves.

Based upon the concept of a blank canvas being the purest place to start creating, the spot was directed by Darryl Ward of Curious Film with the campaign under the creative directorship of Andy DiLallo and Tim Green

Curious led the production with EP Peter Grasse and producer Tara Riddell, with Cutting Edge design and VFX teams handling post production.

According to Cutting Edge, the Pure space won over Pharrell's creative control of the project and formalised the agency’s conceptual development of the campaign, in the works for many months.

As appears to be de rigeur in the contemporary 24/7 market, deadlines and schedules on the project were exceedingly tight - from rushes to first 60 second output in three weeks.