Titled, ‘The Angel’s Share,’ the short film was co-directed by the Creed actor and filmmaker Jordan, a self-professed “rum guy” and captures the history, heritage and story behind the aged premium rum portfolio.
Jordan was joined behind the camera with Emmy-nominated director Paul Hunter to tell the story of family, legacy and the Bacardi premium rum aging process. The narrative-driven film centers on a term used to describe that as a spirit is aged in a barrel, some of the liquid evaporates, creating ‘The Angel’s Share.’ As the barrels of premium rums age under the Caribbean sun, more angel’s share is lost than other spirits. With shots of aged rum barrels, dancing and old family photographs, the film celebrates the vibrancy, traditions and warmth of the brand’s Caribbean roots.
“This is an exciting time for rum, and as a rum guy, I knew I had to be a part of this project,” said Jordan. “Rum has always been a part of my life. My grandmother made her famous rum cakes which were only ever made with Bacardi – so I feel a special connection to the brand. It’s been a pleasure to work with my friend and mentor Paul Hunter and the entire team to bring my creative vision to ‘The Angel’s Share.’”
Conceptualized by Jordan and Hunter, the film follows three characters – a ‘Maestro de Ron,’ a bartender and a Bacardi family member – who each tell their own version of the angel’s share story. The campaign seeks to educate consumers on how rum is crafted through the immersive Latin Caribbean-inspired story.
“We first connected with Michael last year when he attended No Commission – our art platform in partnership with The Dean Collection. When it came time to produce ‘The Angel’s Share’ film, we knew he was the perfect person to get behind the camera to tell our story,” said Roberto Ramirez Laverde, vice president, Bacardi for North America. “Watching Michael on set during the shoot was amazing – he has an eye for storytelling and was extremely adept at bringing the story to life.”
‘The Angel’s Share’ campaign, which was developed by BBDO New York, will run throughout a variety of digital channels, targeted towards super premium environments. Out-of-home will run in markets including New York, Miami, Los Angeles, Chicago, Washington DC and Atlanta. Social vignettes will live on the Bacardi owned channels, as well as Michael B. Jordan’s Instagram.
The work, which can be viewed by clicking on the Creative Works box below, comes out as Jordan's Creed II hits movie theaters.