Kendrick Lamar was nominated to a record-breaking 11 Grammy Awards and his song Alright had become a de facto anthem for the #BlackLivesMatter movement.
We went back to Compton, where it all began, and put Kendrick's lyrics in the voices of the community that inspired him, casting people Kendrick grew up with and even some locals off the street.
With zero paid media, the film earned 197 million impressions, and even a nod from DeRay McKesson, one of the founders of the #BlackLivesMatter movement.
Director: Matt Baron
Grand Clio 2016
Gold Clio 2016
Bronze Clio 2016
D&AD Yellow Pencil 2016
Cannes Lion Bronze 2016
One Show Merit 2016
Shortlist Cannes 2016 (6 categories)