The team posted from Queenstown on 8 August with a line that set the tone: “I want everything galore, anything above and outside of these walls.” Behind-the-scenes footage followed the next day, and on the 14th the campaign film went up. An ice sculpture of the GEEDUP G stands at the edge of a lake below snow-capped peaks while two masked figures play chess beneath it; a second cut moves to an alpine chalet, a balcony facing the mountains and a helicopter waiting on the snow.

The stills from the set add one more cast member: a goat, sitting in at the chess table under the ice G, beside a mock front page that asks “GEEDUP G.O.A.T-ED?” On 9 August GEEDUP’s post was a single goat emoji.

The film tagged the people who made it, among them visual director Kreezy Visions, Nicky Stitch and Jake Paco, and a second behind-the-scenes reel from the shoot followed on the 17th. From Wanaka came the caption “Everything foreign, everything premium.”, and on release day the final countdown was posted from there too.