Featuring two musicians, this installment of the Brand Campaign celebrates the journey to creative expression and the pursuit of artists making their own way forward in hip hop. The genre has become a distinct language of choice for young voices who continue to work to forge their own path by any means necessary.
Born and raised in East Atlanta, Destin Choice Route, better known by his stage name J.I.D, has carved out a unique space for himself through his raw talent and unwavering desire for greatness. While creativity was a constant throughout J.I.D’s life, he originally pursued professional sports, but through injuries and uncertainty, he embraced music. Driven by his magnanimous work ethic, J.I.D’s focus on writing and dense wordplay has helped to establish him as a leader in a new wave of hip hop that values craft over hype, defining a new sound that is unmatched.
Shot by Tom Gould/Collider Studios, edited by Scott Butzer at Cabin with the help of Dimitri Zola at MPC, Joel Waters at Lime, and finishing with Shape + Light.