Julius Wright a.k.a Lyrical God sees the world as a "playground". Julius is a 21-year-old Philadelphian beat/rap artist, a combination of urban percussionist and MC, whose exceptional talents combine to deliver a moving and sometimes brutal street soundscape.Anything he can pen-tap or beat on is used for his music - stop signs, trashcans, post boxes - the city of Philadelphia becomes a re-appropriated soundboard reflecting the rhythm of his life. This film formed part of our approach to involve pre-existing communities in the creation and distribution of the key campaign assets, rather than the brand launching it on its own.