Do you remember the ads?

I do. As a teenager, I collected nearly all of them—about 1,500 in total. The Absolut Vodka ads featured nearly every major contemporary artist and fashion designer of the ’80s, ’90s, and early 2000s. Every U.S. state had its own ad. The campaign began in 1981 and ran until around 2005. It became so culturally significant that people began collecting them. The Absolut Vodka ad campaign was a pop culture phenomenon unlike anything the world had seen before—or since. And its unparalleled story has never been told. Until now.

In directing and co-producing this three-part docuseries, I get to bring together all of my superpowers: storytelling, editing, leading, orchestrating, and beyond. And as the world’s foremost subject-matter expert, I have the privilege of telling this story—a story that not only fueled my adolescent obsession, but also shaped my career in advertising.