The New Cruelty was commissioned by Samantha Durchslag, Global Head of PR, Diageo Reserve in London to produce and execute a photographic shoot (along with accompanying behind-the-scenes video footage) in ten cities, in ten countries for the Tanqueray Perfect Ten global PR Campaign. The brief was to photograph classic portraits of each of the ten bartenders, and a reportage of them making their signature Tanqueray Ten Martini and finally, shoot a reportage of each of the cities.
In December, TNC started the third stage of the worldwide tour in South Beach, Miami, choosing bartenders from the Setai, DeVito's, Prime and Barton G. The last stop before the Christmas Holidays was the bar at the W Hotel in Mexico City, making for a relaxed end to the year.
In January 2008, Tokyo was selected as the first of the two Asian cities to be featured in the campaign. It proved to be one of the most memorable shoots as it was the only one featuring a female bartender - Yukiyo Kurihara at the city's new Mandarin Oriental Hotel. The final stop in Asia was the historic city of Shanghai - with the Rouge Bar on the Bund as the appointed bar in this booming, but chaotic city.
All in all, the Tanqueray Ten Perfect Ten campaign took more than five months to complete. Over twelve thousand frames were shot, filing over a terabyte of disk space; 15 flights and one Eurostar were taken; $5,300 in excess baggage was paid; 12 different hotel rooms were slept in; and innumerable taxi and van journeys were endured. As for the number of Martinis drunk? That's anybody's guess.