Cannes Lions

THE RIDE

DROGA5, New York / HENNESSY / 2015

Film
Film
Film

Overview

Entries

Credits

Overview

Description

This spot shows hip-hop legend Nas chasing his Wild Rabbit in the New York subway, on a dreamlike journey through four decades, from the early 1980s until today. We see Nas collecting stories and converting them into lyrics of one of his biggest hits ‘NY State of Mind’. The film is a monument to the artist’s 20-year career, as well as to his artistic process as a lyricist.

Execution

"NY State of Mind" is a key track from Nas' seminal "Illmatic" album, and a perfect match for our NYC story. The original track serves as the backbone of our custom arrangement, but was remixed and carefully crafted by the music team to incorporate a dense sound design of both train noises and snippets of the stories running through Nas' head. The original track's dark, propulsive rhythm then breaks out to the full track as Nas takes the stage.

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