Fashion house Louis Vuitton tapped director Stuart McIntyre, graphic designer Niels Shoe Meulman, and rapper/actor Yasiin Bey (formerly known as Mos Def) to honor legendary boxer Muhammad Ali in a new advertisement campaign.
Vuitton seeks to highlight their association with the art of travel through the campaign, which features graphic art, spoken word, and fashion to depict a riveting image of Muhammad Ali’s career over time. In the “Dream” and “Word” videos, Bey recites Ali’s most famous taunts and brags in a similar bold and powerful manner. Bey performs the spoken word while Meulman uses a broom to paint the titles on the ring floor in calligraphy style letters.
The full campaign includes the adorable print ad of Ali and his four-year old grandson C.J., an interactive landing page with audio of some of Ali’s famous quotes, and the videos featuring Bey and Meulman. Videos for “Float” and “Life” will hit the web in September, and a painting of Ali by Meulman is coming in October.