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The luxury goods maker Louis Vuitton seems an unlikely promoter of heavy-weight legend Mohammad Ali. But in these two videos by Steam and Ogilvy Paris, Yasiin Bey (aka Mos Def) repeats Ali’s famous poems while a calligrapher paints on the ring floor, and are all part of a greater campaign around Ali. It’s beautifully shot and Bey’s rhythm is hypnotizing. We’re not totally sure how this relates to luggage – but it doesn’t matter – we love it anyways.

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Credits:

Advertiser: Louis Vuitton
Agency: Ogilvy Paris
Production House: Steam Films
Executive Producers: Jennifer Sykes & Krista Marshall
Director: Stuart A. McIntyre
Producer: Paul Matthews
Cinematographer: Kris Belchevski
Camera Operators: Stuart Cameron, Claudio Manni, Luis Moreira
Editing: Posterboy Edit
Executive Producer: Michelle Lee
Editor: Stephan Sora
Colour: Alter Ego
Executive Producer: Greg Edgar
Colourist: Wade Odlum
Online: Motor VFX
Flame Artist: Daniel Kelly
Music House: Apollo Studios
Executive Producers: Benedicte Luneau, Koo Abuali, Phillipe-Auburt Messier, Yan Dal Santo
Music: Mathieu Brault, Daenen Bramberger, Mike Wise
Sound Design: Yan Dal Santo