Nas, the hip hop artist who is headlining Advertising Week's Opening Gala this week, is the star of a new animated campaign by Timberland that traces his story from his beginnings as a kid playing the trumpet in New York's Queensbridge housing project.
The Legends Collection campaign, created and art directed by creative agency Pereira & O'Dell with gorgeous animation by Gentlemen Scholar, consists of four sixty-second animated videos, the first of which, "Trumpet," is out this week, and has a jazz-meets-rap vibe.
In the animation, a grown-up Nas pictured in the back of a limousine tells us: "Before there was rap, there was jazz. My father played the trumpet, so for me, that's where my journey started." We go on to see an animated version of a six-year-old Nas playing the trumpet in Queens wearing classic Timberland 6-Inch boots. The video ends with a close-up of of his boot morphing into its Volume VII FlyRoam Sneakerboot.
The campaign will run until late December, with three more videos to come, and will also include custom painted OOH, in-store signage at Foot Locker and Timberland,special edition boot boxes, and more.
"Nas perfectly captures the notion that success is born out of hard work and hustle--something that's at the heart of every Timberland boot," says Jim Davey, vice president of global brand marketing for Timberland, in a statement.