The brief given to Flawless was to engage the 18-24 year-old television audience by creating a visually entertaining programme to attract both clubbers and non-clubbers. The concept would then be integrated into all Smirnoff Experience™ activity including marketing and PR.

The series produced by Flawless followed 4 talented but unknown DJs guided by 4 renowned music makers at the top of their game. These ‘Mentors’: Mr C, Roni Size, Sister Bliss and Tom Middleton, passed on their knowledge and experience as they guided their apprentices through the various aspects of ‘making-it’ as a DJ in today’s dance scene. The show culminated with a final showdown where one of the four was selected by a panel of industry experts and given the once in a lifetime opportunity to play a global Smirnoff Experience tour.

The series was broadcast over 6 episodes in late November and early December 2003 on ITV1, repeated twice on ITV2 and had a narrative repeat in Spring 2004. On average over half a million adult viewers watched each episode of the Joy of Decks and a total of one million 16-34 year olds watched the series.
Taking the TV series off-screen, Flawless also produced idents and trailers, a comprehensive website, a radio campaign, and managed all third party event & PR agencies.