It’s seems that Louis Vuitton’s commitment towards sport is bigger than we thought. In these times of new Olympic champions, LV is reminding us of one of the greatest athletes of all time with its latest campaign dedicated to the legendary icon of boxing – Muhammad Ali.
The brand has revealed two short films, “Dream” and “Word” directed by Yasiin Bey, aka Mos Def, Ogilvy France and director Stuart McIntyre of Steam Films. In both videos we listen to Yasiin Bey’s poetic monologues, well known by Muhammad Ali himself. His remarkable speeches are captured in a dark boxing ring while graphic designer Niels Shoe Meulman paints words in a strong and flowing calligraphic style. This is the first Louis Vuitton short film campaign ever, and it also features a dedicated website called “Louis Vuitton Journeys” with Ali’s famous speeches and LV campaign print ads that feature him and his grandson.