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Fashion, film, music, the spoken word, graphic design and boxing collide in Louis Vuitton’s new campaign featuring rapper and actor Yasiin Bey, aka Mos Def, paying tribute to Muhammad Ali.
The new campaign, from advertising powerhouse Ogilvy & Mather and directed by Stuart McIntyre, features Bey reciting Ali’s poetic speeches while graphic designer Niels Shoe Meulman elaborates with painted calligraphy all in a boxing ring background.
The artist formerly known as Mos Def, who recently changed his name back to his chosen and legal appellation, has had a long acting career with roles in several notable titles including Michel Gondry’s Be Kind Rewind, Emmy-winning TV movie Something the Lord Made and a recurring role on Dexter.
While the rapper, the boxer and the couture house may not seem like obvious friends, the campaign is part of Vuitton’s longtime association with the art of travel and seeks to highlight Ali’s unique journey. “Some stars show you the way,” Vuitton explains on its website.
STEAM films handled video production and Apollo studio sound production for the film organized by creative director Kurt Novack and Art director Adrien Havet. The project originated in Ogilvy & Mather’s Paris-based French office.
The first poem titled “Dream “just hit the web, “Word” will launch in September followed by “Float,” “Life” and a special “Ali” painted by Meulman in October. The collaboration isn’t such a surprise since the fashion world has been shopping in rap country recently with Azealia Banks named the new face of T by Alexander Wang.
Vuitton’s Ali tribute can be found at http://www.louisvuittonjourneys.com/thegreatest/.
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