Global Hue selected Ruben Latre of Kipany Pictures to direct an awareness campaign for the National Museum of Hip-Hop. The spot, which Latre also shot and edited, aims to create national recognition for the Museum, a project currently in development.nnLatre, honored as the 2010 Best New Director at the APCP Awards in Madrid, Spain, collaborated closely with Global Hue creative director Desmond Hall on “The Conductor,” a film that plays with bias and expectation to honor the art and creative value of hip hop. Global Hue has been a leader in culture-based marketing for over 20 years.nn”A classic music conductor thrown into an ‘Alice in Wonderland’ like urban world finds himself in one of the meccas of graffiti in Hunter’s Point, NY among dozens of DJs!” says Desmond Hall. “We brought together a few of the pillars of hip hop to create the hype for a cause so artistically important. And it was a great fortune to meet up with Ruben and Melissa. Ruben is the relatively undiscovered diamond that NYC creative directors/producers will go gaga over in the next 12 to 36 months when they see his brilliance on a future link. He brings together a feel of Satyajit Ray and young Scorcese that makes everyone say the same thing: ‘beautiful film,'” Hall continued.nn
The Conductor from Ruben Latre on Vimeo.
nA director who has a presence in both the US and abroad, Ruben Latre’s work is inherently multicultural and transcends genres. He is known for producing beautiful, highly art directed imagery and compelling narrative, for brands, music artists and film projects. For Latre, the opportunity to collaborate with both Global Hue and NMOH was about creative inspiration. He says of the experience, “I wanted the film to stand out in the Hip Hop world; to be influenced by the genre without mimicking it. Following in the footsteps of great directors like Spike Lee in ‘Clockers,’ I made ‘The Conductor‘ as cinematic as possible with an urban/street feeling.nnCraig Wilson, President of The National Museum of Hip-Hop explains: “When we first sat down with (Kipany Pictures EP) Melissa Levins and Director Ruben Latre, we wanted to be sure that he could capture the Culture of Hip-Hop and to illustrate its essence in a way that had never been done before. Our goal was simple–we wanted to create a film that could simultaneously bring attention to the wide misconceptions that surround hip-hop and also illustrate the art forms cultural reach. That feat was exceeded beyond our expectation with ‘The Conductor.'”nnThe Conductor, an older Caucasian man, walks through the notorious and storied five points neighborhood of NYC. All signs indicate that he’s in trouble and his journey will end badly. But is he? As the film unfolds, The Conductor makes beautiful art with the area’s inhabitants in a mass symphonic orchestration of DJs. The Conductor‘s acceptance by all the DJs and his treatment of their art as a conductible form of music highlights the global and multi-cultural inclusiveness of hip-hop.nnThe project is featured on The National Museum of Hip-Hop‘s website (www.hiphopmuseum.org). In addition to general awareness, the video invites people to contribute to The National Museum of Hip-Hop‘s Donate-A-Dollah campaign, a one dollar maximum per person campaign that is a fan based fundraising and census, in one.nnFor more on Ruben Latre and Kipany Pictures please visit: www.kipanypictures.com nnCreditsnClient: National Museum of Hip-HopnTitle: The ConductornAd agency: Global HuenCreative Director: Desmond HallnAgency Producer: Dale BramwellnProduction company: Kipany PicturesnDirector/DP: Ruben LatrenExecutive Producer: Melissa LevinsnMusic & Sound Design: Wendell HanesnArtist: Yohann & The Symphony KidsnnTo download media: www.kipanypictures.com/downloads/nmohh/the_conductor.zipnnAbout KipanynKipany Pictures is a destination for creative thinkers and artists, that stands behind substance and quality. We’re focused on delivering high-end, cross platform content but we are also a place where clients can find a new voice, fresh talent, and a global approach. www.kipanypictures.com
