Kendrick Lamar: Respect The Classic


In a world where content is increasingly disposable, we created Respect The Classic – celebrating creative artforms in their most real and authentic formats


We asked acclaimed photographer and director Nabil to shoot Kendrick Lamar using retro film equipment. No digital tricks, no multiple takes, no special effects and no re-touching. One artist, one film and a series of candid, authentic moments, capturing Kendrick at his most raw and unedited.

The campaign perfectly reflected Kendrick as an artist who is pushing creative boundaries but embodies traditional values, as well as capturing the spirit of the Classic Leather- timeless, original, authentic and unique.


3 stage campaign with staggered release of content, providing sustained momentum

800,000,000+ earned media hits globally

22 global markets generated coverage

1 campaign interview with Nabil as a Billboard exclusive