Aligning values between brand and creators (Director Dave Free and Kendrick as pgLang in this case) is often the work before the actual work. Artistic values, sure, (we of course deferred all), but also shared viewpoints on (life) mission and follow-through. This video played before the intro of every stop on his 2022 tour, with pop-up community fund-raising made super easy via Cash App.

x pgLang
Cannes Lion x2