Free-floating ridesharing service car2go has released the first part of an eight-part mini-documentaries, called ‘Proud to Share.’ The brand worked with Austin-based agency Bakery to shoot and produce the series of videos. The debut starred critically-acclaimed rap duo Run the Jewels in a ride through Brooklyn, sharing experiences of how touring the borough fueled their collaborations over the years.
To Atlanta’s Killer Mike, New York was a heavy influence In the early stages of his career, but for Brooklyn-bred El-P, the birth of hip-hop took place all around him from an early age. The video starts with El-P walking Mike through the handball courts where he used to play hooky ("We weren’t into organized sports or anything," the rapper jokes to his partner; "it’s not like Atlanta where everyone’s being trained to be a football star.")
They discussed the shared old-school New York rap influences that brought them together to start collaborating on songs, mixtapes, and full-length album as a group. “Now we, as an entity, can now collaborate with other people.” El-P likes that: “It signifies us coming together as a group, and now people want to bring us into their world.”
An appropriate statement for their appearance in the series, one that also doubled as a sneak-peek to the Mercedes-Benz GLA and other models from the automaker that car2go’s 77,000 New York members can drive by year’s end. "The city lends itself to wanting to roam," El-P said of the city and how car2go, which allows members to find any of its cars through an app, hop in, then drive, is a perfect fit for the dense city. "You couldn't just find a whip that you could just jump into in the middle of the street."
The rest of the series, set to run during the week of November 13, features artists, musicians, and small business owners based in Brooklyn, Montreal, Vancouver, Denver, Austin and Washington, D.C.