We Took Honda Backstage with Cordae

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Campaign Type: Mini Documentary

Client: Honda

Talent: Cordae

Deliverables: Mini-Doc | Music Video | Social Video | Photo | Editorial

Role: Creative Direction | Copywriting | Talent Booking

Honda wanted to shift brand perception by creating narrative-driven music content with artists on the cusp of superstardom. They came to us and we brought them Cordae--a rising star from Suitland, MD who'd just landed a hip hop Grammy nomination with his debut album The Lost Boy.

To bring Cordae's story to life we leaned into visual cues that felt natural to him: we tapped his barber to line him up while we took cinematic portraits, captured closeups of his hairstylist touching up his twists, and took him to a nearby basketball court with a few childhood friends who gave their account of who Cordae was before his internet fame.

Media Company: Billboard

Directed By: Alfred Marroquin

Produced By: Aguita Inc.

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"There's a certain irony in the title of Cordae's debut album The Lost Boy because, as he tells it, he knew that hip hop would be his life's calling when he began penning his first songs at age 10. With that belief in mind, he still gave college a try, enrolling at Towson University--though his stint there would be short lived.

AFter the release of his viral remix to J. Cole's "1985," Cordae opted to walk away from campus life and his shifts at Texas Roadhouse because his face had become too noticeable for class or a traditional 9-to-5.,,," - Kwasi Boadi for Billboard

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