Droga5 Celebrates Rapper Nas' Legacy in Hennessy Spot

Artist Chases His 'Wild Rabbit' by Going Back to the Beginning

Published On
Dec 03, 2014

Editor's Pick

Droga5 celebrates New York City nostalgia in the latest installment of Hennessy's "Wild Rabbit" campaign. The spot, titled "The Ride," follows rapper Nas on "a journey through time." He steps onto a subway train, backed by a stripped-down version of his "NY State of Mind" anthem delivered like spoken-word poetry.

The song, originally featured on his celebrated 1994 debut album "Illmatic," is an ode to the city and accompanies rich visuals of Nas gliding from one train car to the next, with hints of different decades shown through dress and design -- from cropped sweaters to graffiti-covered walls.


Dec 03, 2014
Brand :
Client :
Agency :
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Group Creative Director :
Paul Bichler
Creative Director :
Alexander Nowak
Creative Director :
Felix Richter
Art Director :
Ben Grube
Chief Creative Officer :
Sally-Ann Dale
Executive Producer :
Scott Chinn
Associate Producer :
Goldie Robbens
Global Chief Strategy Officer :
Jonny Bauer
Group Director, Strategy :
Donny Jensen
Strategist :
Zack Cohn
Production Company :
Epoch Films
Director :
Martin de Thurah
Director, Photography :
Martijn van Broekhuizen
Executive Producer :
Melissa Culligan
Producer :
Karen O'Brien
Czech Production Company :
Unit & Sofa
Producer :
Jitka Fridrichova
Editorial :
Rock Paper Scissors
Editor :
Ted Guard
Assistant Editor :
JK Carrington
Executive Producer :
Eve Kornblum
Producer :
Jenny Greenfield
Post Production :
The Mill - New York
Post Producer :
Rachael Trillo
Lead Flame Artist :
Nathan Kane
DI Colorist :
Fergus McCall
Music :
Q Department
Creative Director :
Draz Bosnjak
Producer :
Guin Frehling
Sampled Track :
New York State of Mind by Nas
Sound Director :
Sound Lounge
Mixer :
Tom Jucarone
Song :
N.Y. State of Mind
Remix :
Q Department
Sound Design :
Q Department

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