An iconic brand mascot links up with an iconic rapper to reimagine a classic track. This was one of my favorite productions to date. What started as a straightforward collaboration quickly evolved into a long form film idea pitched the Friday before our Monday shoot. Cue a whirlwind weekend of creative development, problem solving, and a lot of trust.

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Thanks to an incredibly nimble team and our production partners at Resolve in Atlanta, true collaborators and longtime friends of JID, we were able to turn it around into a powerful, personal story about JID’s journey growing up.

A wild timeline. A passionate team. A spot I’m really proud of.