Launched during NBA All-Star Weekend, we teamed up with Nike Jordan and Uncommon London, to capture the spirit of self-belief and showcase young female talent in Jordan's new campaign 'Beyond'.  The film was named Ad Week's Ad of the Day and garnered over 1 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 Minnie Riperton’s iconic track, 'Les Fleur', capturing the song's gentle-yet-deep-rooted strength and empowered identity. 

After an in-depth A&R exploration, we found the voice we'd been searching for in 17-year-old Chicago native, Kaelynn Hayes. Never having sung outside of her bedroom, let alone having been on an airplane before, we flew Kaelynn out to Atlanta to record in the studio alongside 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 later this year!