Actor Michael B. Jordan’s work with director Ryan Coogler (Fruitvale Station, Creed, Black Panther) was the stuff of instant legend. However, following those collaborations, Jordan decided to give the other side of the lens a shot. This week, he unveiled a his foray into directing, a short film… for Bacardi.
In fairness, the ‘film’ titled “The Angel’s Share” is really more of a commercial. But, more on that later.
The project is actually co-directed by music video heavyweight Paul Hunter. In an interview with Fast Company, Jordan said that short, ad work allows for some schooling in directorial work.
“It allows you to try new shots, take some creative and technical risks, that can teach you things that you can then apply to longer-form content,” Jordan told the magazine. “For me, we used a lot of crane shots, which was something I learned a lot about in this process, just controlling a crane and a jib. It’s a lot more going on than just being the actor in front of the camera. Positioning, movement, blocking, timing, and continuity that was crucial to some shots. So I had a chance to get some at-bats with all of this, to take a few swings at, so it was fun.”
Plus, Jordan legitimately loves rum. He is close with the owners of Las’ Lap, a NYC rum bar and a lifelong fan of the spirit. “This is an exciting time for rum, and as a rum guy, I knew I had to be a part of this project,” said Michael B. Jordan. “Rum has always been a part of my life. My grandmother made her famous rum cakes which were only ever made with Bacardi – so I feel a special connection to the brand.”
The end result is a one minute, 37 second short that gushes about the beauty of the Caribbean, beings called ‘sun angels,’ and of course, the joys of Bacardi. The story is told from three views (a regular Rashomon!): a Maestro de Ron, a bartender and a Bacardi family member.
The short is part of a campaign to hype Bacardi’s growing premium and super-premium expressions. BBDO New York is the agency of record. The short will run on a variety of platforms including TV (NFL, DirectTV, Turner, Sling, ESPN), YouTube (Vevo, Condé Nast, Complex) and full episode players (Hulu, ABC, CBS, NBC, Univision). Out-of-home will run in markets including New York, Miami, Los Angeles, Chicago, Washington D.C. and Atlanta. There will also be the push on Jordan’s social media outlets.
Check it out below…