Co.Create

Mos Def Channels Muhammad Ali in Louis Vuitton's Striking Spots

"Dream" and "Word" are the latest installments of Ogilvy Paris’ work for the luxury brand that combines the talents of rapper Yasiin Bey (FKA Mos Def) and artist Niels Shoe Meulman.

It’s a battle of self-expression between two artistic titans hailing from audio and visual disciplines with Muhammad Ali’s iconic verses serving as their muse. Rapper/actor Yasiin Bey (FKA Mos Def) recites Ali’s famous rhymes from the Rumble in The Jungle in spoken word style, evoking the true swagger of the champ while graffiti artist Niels Shoe Meulman brushes calligraphic words around Bey’s performance.

As part of its overarching "Core Values" campaign created by agency Ogilvy Paris, Louis Vuitton has released a series of spots spearheaded by Canadian production house Steam Films that, simply put, is poetry in motion and sound. Bey’s distinctive voice blends with Meulman’s calculated strokes in a boxing ring set in stark shadows and light with an original soundtrack layered atop arresting sound design.

Add New Comment

4 Comments

  • UrbanMs

    The use of spoken word and visual imagery is brilliant!   I am encouraged at the style and the simplicity.   Enough said.

  • Steam Films

    This project was actually spearheaded first and foremost by Apollo Studios, who were approached by Ogilvy Paris about the concept and able to secure Yasiin Bey & Niels Shoe Meulman for it (in addition to the killer music track and sound design they did). Just wanted to make sure they got a well deserved shout out for their crucial role in all this :) 

  • Steam Films

    This project was actually spearheaded first and foremost by Apollo Studios, who were approached by Ogilvy Paris about the concept and able to secure Yassin Bey & Niels Shoe Meulman for it (in addition to the killer music track and sound design they did). Just wanted to make sure they got a well deserved shout out for their crucial role in all this :)