Music+Sound Awards Winner Spotlight: Nike Jordan ‘Beyond’ Spot

The Music+Sound Awards’ Best Re-Record in Online, Viral or Ambient Advertising was won by The Elements Music this year with their beautiful re-work of Minnie Riperton’s iconic track, ‘Les Fleur’, on the Nike Jordan spot ‘Beyond’. 

Launched during NBA All-Star Weekend, Nike Jordan teamed up with The Elements Music 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.

The Elements were tasked with finding a young, "as-yet-unknown" female singer to perform a new cover of the track, capturing the song's gentle-yet-deep-rooted strength and empowered identity.

The Elements…

“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 aeroplane 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!”

Visit their site and watch their brilliant behind-the-scenes film here.