For this project Jonnie Malachi and the creatives wrote the lyrics, collaborated with an amazing Mancunian composer to craft the beats & melody, then trawled social media to find a legit American rapper who had the looks & personality to front the ad. They found Bee Simms on Insta. A star with less than 3,000 followers, who was still working as a full-time carer for military veterans with mental health & PTSD issues - only choosing to embrace rapping in 2019 after years of confidence issues. The team recorded her vocals remotely in a studio in North Carolina then flew her to London for the 2-day shoot. Now she’s in a national American TV campaign too. There’s nothing like finding true talent & shining a light on them - a joyous creative process.