Creativity

Puff Daddy Reflects on His Work Ethic in Film for Ciroc

Rap Mogul Shares His Words of Wisdom on Entrepreneuriship

By Alexandra Jardine. Published on Sep 15, 2016

Editor's Pick

Sean "Puff Daddy" Combs reflects on his work ethic and entrepreneurship in a new campaign for Ciroc, the Diageo vodka brand for which the rapper carries out all U.S. strategic marketing.

The creative, developed by 72andSunny New York in partnership with Combs Wine & Spirits and Diageo, also features DJ Khaled and French Montana, and is centered around empowering and encouraging entrepreneurs and creators to pursue their passions.

Directed by Epoch's Zach Heinzerling, it features Combs talking about his beginnings, getting his first job as a paper boy aged 12 and his mom working four jobs -- all of which instilled a work ethic in him, as we see archive footage of a young Combs early in his career, as well as today in his designer mansion. This is interspersed with footage of some of today's young enterpreneurs -- they include accessories designers and DJs Coco and Breezy, jewelry designer and beauty entrepreneur Kristen Crawley, and New York Harlem dancer Nikko -- as Combs advises: "The road to achieveing your goal is never what you think it's going to be."

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About

Credits

Date
Sep 15, 2016
Agency:
72andSunny
Client:
Ciroc
Executive Creative Director:
Guillermo Vega
Creative Director:
Adolfo Alcala
Creative Director:
Brandon Pierce
Sr. Designer:
Chena Stephens
Sr. Writer:
Nick Panayotopoulos
Designer:
Pedro Sampaio
Jr. Writer:
Colin Frawley
Director of Strategy:
Tim Jones
Strategy Director:
Tom Callard
Junior Strategist:
Neha Bhatia
Managing Director:
James Townsend
Group Brand Director:
Mabel Chin
Group Brand Director:
Karla Stewart
Sr. Brand Manager:
Ricardo Hieber
Brand Manager:
Chelsea Kim
Director of Production:
Lora Schulson
Senior Film Producer:
Ryan Chong
Junior Film Producer:
Emma Ogiens
Art Producer:
Brigitte Bishop
Senior Business Affairs Manager:
Quentin Perry
Business Affairs Manager:
Carla Curry
Business Affairs Coordinator:
Emily Dalton
Chief Marketing & Innovation Officer:
James Thompson
SVP:
Matt Bruhn
SVP:
Dan Sanborn
Brand Director:
Ryan Robertson
Sr. Brand Manager:
Mwanza Lumumba
Brand Manager:
Kelly Cravens
PR Manager:
Alisa Jacobs
Marketing Manager:
Alisa Jacobs
Partnership:
Combs Wine & Spirits
President:
Dia Simms
SVP:
Andrea Sengara
Production Company:
Epoch
Managing Director/EP:
Zachary Heinzerling
Executive Producer:
Melissa Culligan
Producer:
Mary Livingston
1st Assistant Director:
Miles Johnstone
Director of Photography:
Stuart Winecoff
Production Designer:
Alexandra Schaller
Costume Designer:
Jennifer Johnson
Key Grip:
Charlie McGowan
Gaffer:
Frank LaMaire
Editorial Company:
Work Editorial
Editor:
Ben Jordan
Editor:
Annie Perri
Senior Assistant Editor:
Trevor Myers
Senior Assistant Editor:
Zach Patten
Executive Producer:
Erica Thompson
Producer:
Sari Resnick
VFX:
Blacksmith
Executive Producer:
Charlotte Arnold
Senior VFX Producer:
Megan Sweet
Shoot Supervisor:
Iwan Zwarts
Compositing Supervisor:
Daniel Morris
Flame:
Daniel Morris
Color Company:
Company 3
Senior Colorist:
Tom Poole
Senior Color Producer:
Clare Movshon
Sound Design/Mix:
Heard City
Executive Producer:
Talia Rodgers
Executive Producer:
Sasha Awn
Executive Producer:
Gloria Pitagorsky
Music Composition:
Puff
Music Composition:
Brand Films
Composer:
Paul-Étienne C"TÉ
Song:
We Are Theodore
Song:
Hustle by Puff Daddy
Licensing:
Badboy & Sony

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