Belvedere Vodka unveils its new advertising campaign, photographed and directed by avant-garde photographer, Terry Richardson. Inspired by Belvedere's "Luxury Reborn" platform, the cutting-edge, energetic campaign uses an artistic approach capturing "downtown mavens" in spontaneous nightlife situations. Featuring both print and television executions, the TV campaign stars Vincent Gallo, artist, director and star of feature films "The Brown Bunny" and "Buffalo '66" and music by RZA of the Wu-Tang Clan, who created an original track for the spot.

Richardson is known for his uncanny ability to cut to the very essence of his subjects. Having photographed campaigns for numerous luxury brands, his work is no stranger to worldwide fashion and lifestyle publications.

"What's great about Belvedere is they wanted me to stay true to what I do," says Terry Richardson. "They really allowed me to put my own spin on the campaign."

Totaling upwards of $20 million, the new ad campaign cost is nearly triple Belvedere's previous advertising campaign, which last appeared in December 2006.

"Belvedere invested significantly to launch this campaign, which takes the brand in an exciting new direction," says Sergio Dias, President, Belvedere Vodka. "Terry was the perfect person to bring 'Luxury Reborn' to life and create a campaign which speaks to Belvedere's true fans."

Belvedere is also re-launching its website http://www.belvedere-vodka.com as a virtual palace, which will give consumers an inside look at the Belvedere ad campaign. The website features outtakes from the print and broadcast shoot by Terry Richardson as well as interviews with Vincent Gallo and RZA.