Directing duo LOBOS, represented by Easy Mondays teamed up with Puma and Burrell to shoot Slick Rick and Flau’jae for the 50th Anniversary of Hip-Hop.
This spot is an anthem for the historic genre of music, and the instrumental role Puma has always played in the culture. “It’s incredible to highlight how one brand can influence an entire movement,” LOBOS shared.
“We felt a sense of responsibility to share our own love and respect for the history of Hip-Hop within this piece. We couldn’t have had better collaborators than Slick Rick and Flau’jae,” the directors told me. They added, “Flaujae was a perfect match to present the new generation, a multi talented female artist shows the progression of Hip-Hop throughout the years. Her raw energy and flow is a proud example of where the culture stands today. This is the duality of history and future. It’s only right to have both generations collide.”
