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Beyond
Agency The Elements Music / Los Angeles, CA, USA + Object & Animal / London + Uncommon London / London + Framestore / London
Category
Music Adaptation / Song
Annual ID
OS24_MS031M
About the Work
Launched during NBA All-Star Weekend, Nike Jordan teamed up with us to capture the spirit of self-belief and showcase young female talent in their new campaign 'Beyond'. The film was named Ad Week's ‘Ad of the Day’, and garnered over a million YouTube views in its first week.
We were tasked with finding a young, "as-yet-unknown" female singer to perform a new cover of Chicago songstress Minnie Riperton’s iconic “Les Fleur” - capturing the gentle-yet-deep-rooted strength and empowered identity of the 1970 classic, and paying homage to the on-screen journey of our teenage protagonist.
After an in-depth A&R exploration, we found the voice we'd been searching for in another Chicago native - 17-year-old, Kaelynn Hayes. Never having sung outside of her bedroom - nor having been on an airplane before - we flew Kaelynn out to Atlanta to record in the studio with us and the campaign's Musical Director, Teyana Taylor.
It was inspiring to see the instant connection that the pair formed in the studio, and to hear the truly-powerful vocal performance that Kaelynn then put to tape. However, the greatest part of this production has undoubtedly been the overwhelming support and love shown to Kaelynn since the campaign's release, and being able to witness the beginnings of her musical journey (stay tuned for her debut single coming next year!).
We were tasked with finding a young, "as-yet-unknown" female singer to perform a new cover of Chicago songstress Minnie Riperton’s iconic “Les Fleur” - capturing the gentle-yet-deep-rooted strength and empowered identity of the 1970 classic, and paying homage to the on-screen journey of our teenage protagonist.
After an in-depth A&R exploration, we found the voice we'd been searching for in another Chicago native - 17-year-old, Kaelynn Hayes. Never having sung outside of her bedroom - nor having been on an airplane before - we flew Kaelynn out to Atlanta to record in the studio with us and the campaign's Musical Director, Teyana Taylor.
It was inspiring to see the instant connection that the pair formed in the studio, and to hear the truly-powerful vocal performance that Kaelynn then put to tape. However, the greatest part of this production has undoubtedly been the overwhelming support and love shown to Kaelynn since the campaign's release, and being able to witness the beginnings of her musical journey (stay tuned for her debut single coming next year!).
2024 Awards
Total Points: 3
Merit
Credits
Agency
Uncommon London / London
Production Company
Object & Animal / London
Music / Sound Production Company
The Elements Music / Los Angeles, CA, USA
Post Production Company
Framestore / London
Director
Karim Huu Do
Director of Photography
Rina Yang
Editor
Amber Saunders
Executive Creative Director
Sanam Petri
Executive Producer
Dominic Thomas
Luke Judlin
Morgan Clement
Artist
Kaelynn Hayes
Head of Music Supervision + Artist Partnerships
Nick Maker
Partner / Creative Director
Andy Carroll
Ian Dalsemer
J Bonilla
Dan Bewick
Business Director
Fiona Oshomuvwe
Chief Production Officer
Charlie Gatsky Sinclair
Colorist
Tom Poole
Creative
Quba Tuakli
Creative Producer
Habib Mourra
Edit Assist
Craig Griffiths
Edit Producer
Ruth Minkley
Hair
Aisha Ebony
Head of Creative Partnerships
Dann Liebermann
Head of Production
Goldie Robbens
Kristina Iwankiw
Lead Flame Artist
Judy Robert
Makeup
Raquel Atienza
Music Co-Production
The Aunties
Music Producer
Carrington Brown
Music Production
Spectrum Music Group
Musical Director
Teyana Taylor
Post Producer
Shannen Troup
Sara Beckman
Production Designer
Jay Pooley
Sports Choreographer
Duray Thirdgill
Stylist
Tiffany Hasbourne
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