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Gentleman Scholar Opens "Dictionary" For Timberland, Sheds Light On Hip-Hop Artist Nas


Robert Goldrich
Monday, Oct. 23, 2017


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Last month, Foot Locker and Timberland(R) teamed up with hip-hop legend Nas to launch the 2017 Timberland Legends Collection limited-release series of boots. To promote the collection, agency Pereira & O’Dell NY turned to bicoastal production house Gentleman Scholar to turn out a campaign consisting of colorful animation ads which document pivotal moments in the rapper’s personal journey to artistic expression and success.

Directed by Gentleman Scholar's Chace Hartman, William Campbell and Will Johnson, this spot titled “Dictionary” is the latest installment in that campaign, presenting an animated Nas recounting his drive to change the vocabulary of hip-hop. Flashing back to his teenage years scouring the dictionary cover-to-cover, the moving tapestry of words, colors and beats set in and around NYC’s subway renders the artist’s spoken recollections as vibrant visual poetry. With each new episode dedicated to a new Legends Collection release, “Dictionary” signals the arrival of Timberland’s Volume VIII 6” Premium Strap Boot in stores. With Squeak E. Clean Productions onboard for original music, the series will unveil two more videos in the weeks to come, and two more sets of limited-release Timberland boots.


Client Timberland Agency Pereira & O’Dell, New York Dave Arnold, executive creative director; Jake Dubs, Juan Leguizamon, creative directors; Maya Renz, art director; Tennille Teague, head of content production; Jon Serna, sr. digital producer; Rhea Phipps, associate producer. Production  Gentleman Scholar Chace Hartman, William Campbell, Will Johnson, creative directors/directors; Christina Roldan, exec producer; Christina Barna, Macauley Johnson, art directors; Sue Yee Hubbard, Kirsten Noll, sr. producers; Christopher Wolfgang Mauch, storyboard artist; Cam Floyd, Christina Liang, Jina Kwon, Cristina Barna, Hana Eunjin Yean, Macauley Johnson, Trish Janovic, designers; Laura Yilmaz, Harry Teitelman, lead cel animators; Taik Lee, Ana Chang, Matt Everton, cel animators; Christopher Wolfgang Mauch, Stephanie Simpson, Sam Kim, Aly Tain, additional cel animation; Aaron Kemnitzer, Ana Chang, Lauren Tom, Henry Pak, Pablo Robleto, 2D animators; Alison Alvarez Avila, additional animation; Aaron Kemnitzer, Arsen Arzumanyan, 3D animators; Aaron Kemnitzer, Henry Pak, Lauren tom, Pablo Robleto, compositors; Arsen Arzumanyan, previz artist. Music Squeak E. Clean Productions

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