Puff Daddy Reflects on His Work Ethic in Film for Ciroc

Rap Mogul Shares His Words of Wisdom on Entrepreneuriship

By Alexandra Jardine. Published on Sep 15, 2016

Editor's Pick

Sean "Puff Daddy" Combs reflects on his work ethic and entrepreneurship in a new campaign for Ciroc, the Diageo vodka brand for which the rapper carries out all U.S. strategic marketing.

The creative, developed by 72andSunny New York in partnership with Combs Wine & Spirits and Diageo, also features DJ Khaled and French Montana, and is centered around empowering and encouraging entrepreneurs and creators to pursue their passions.

Directed by Epoch's Zach Heinzerling, it features Combs talking about his beginnings, getting his first job as a paper boy aged 12 and his mom working four jobs -- all of which instilled a work ethic in him, as we see archive footage of a young Combs early in his career, as well as today in his designer mansion. This is interspersed with footage of some of today's young enterpreneurs -- they include accessories designers and DJs Coco and Breezy, jewelry designer and beauty entrepreneur Kristen Crawley, and New York Harlem dancer Nikko -- as Combs advises: "The road to achieveing your goal is never what you think it's going to be."

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Sep 15, 2016
Executive Creative Director:
Guillermo Vega
Creative Director:
Adolfo Alcala
Creative Director:
Brandon Pierce
Senior Designer:
Chena Stephens
Senior Writer:
Nick Panayotopoulos
Pedro Sampaio
Junior Writer:
Colin Frawley
Director, Strategy:
Tim Jones
Director, Strategy:
Tom Callard
Junior Strategist:
Neha Bhatia
Managing Director:
James Townsend
Group Brand Director:
Mabel Chin
Group Brand Director:
Karla Stewart
Senior Brand Manager:
Ricardo Hieber
Brand Manager:
Chelsea Kim
Director, Production:
Lora Schulson
Senior Producer:
Ryan Chong
Junior Producer:
Emma Ogiens
Art Producer:
Brigitte Bishop
Senior Business Affairs Manager:
Quentin Perry
Business Affairs Manager:
Carla Curry
Business Affairs Coordinator:
Emily Dalton
Chief Marketing and Innovation Officer:
James Thompson
Senior Vice President:
Matt Bruhn
Senior Vice President:
Dan Sanborn
Brand Director:
Ryan Robertson
Senior Brand Manager:
Mwanza Lumumba
Brand Manager:
Kelly Cravens
PR Manager:
Alisa Jacobs
Marketing Manager:
Alisa Jacobs
Combs Wine & Spirits
Dia Simms
Senior Vice President:
Andrea Sengara
Production Company:
Managing Director/Executive Producer:
Zachary Heinzerling
Executive Producer:
Melissa Culligan
Mary Livingston
1st Assistant Director:
Miles Johnstone
Director, Photography:
Stuart Winecoff
Production Designer:
Alexandra Schaller
Costume Designer:
Jennifer Johnson
Key Grip:
Charlie McGowan
Frank LaMaire
Editorial Company:
Work Editorial
Ben Jordan
Annie Perri
Assistant Editor:
Trevor Myers
Assistant Editor:
Zach Patten
Executive Producer:
Erica Thompson
Sari Resnick
Visual Effects:
Executive Producer:
Charlotte Arnold
Senior Visual Effects Producer:
Megan Sweet
Shoot Supervisor:
Iwan Zwarts
Compositing Supervisor:
Daniel Morris
Flame Artist:
Daniel Morris
Company 3
Tom Poole
Senior Color Producer:
Clare Movshon
Sound Design/Mix:
Heard City
Executive Producer:
Talia Rodgers
Executive Producer:
Sasha Awn
Executive Producer:
Gloria Pitagorsky
Music Composition:
Music Composition:
Brand Films
Paul-Étienne C"TÉ
We Are Theodore
Hustle by Puff Daddy
Badboy & Sony

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