Smirnoff: Roller-Skating in Atlanta

Smirnoff is celebrating the life and color of America’s diverse cultures and scenes through 'Come On In', a collection of three short-form cinematic documentaries, created in collaboration with Stept Studios. Smirnoff’s latest campaign, 'For the People' highlights Smirnoff's dedication to elevating the cultural conversation about how amazing things can happen when everyone's invited to the party. Last week, the team debuted the spots during a private screening at the skating rink where the Atlanta film was shot. Attendees were able to experience the undeniable energy of skating for themselves before enjoying a delicious Smirnoff cocktail. "'Come On In', is an example of how we create entertainment and storytelling as part of our brand campaign to authentically connect Smirnoff with consumers’ cultural communities and interests,” said Jennifer Holiday Hudson, Smirnoff North America brand leader. This docuseries is a continuation of the brand’s message and serves as a love letter to the irrepressible American spirit and the power of people coming together – ultimately creating communities around passions and pastimes that uplift and amplify their voices. Centering on the stimulating energy of Atlanta's skate community – this community continues on after years of intermittent shutdowns due to Covid. The dancing, choreographed skates and vibing out in the high energy of the rinks are what keeps this crew together.

Filmmaker: Courtney Sofiah Yates