When Timeless was presented with this project we wanted to bring to life the struggles of being a black man in America today. In the words of the songs creator, Common, “Hercules is a symbol of strength” a representation of the challenges faced and how we overcome them. The creative for this video was inspired by the reality of modern society and the symptoms caused in black communities, including the need to be constantly running from what they tell us we are, violence, oppression, police brutality and more. We created a narrative in which Common’s lyrics tell the story of a young boy running from his surroundings as the world around him appears to be succumbing into violence and chaos. Swizz acts as a father figure for the boy, who was played by his firstborn son Nasir Dean, guiding and preparing him for the challenges that he will undoubtedly have to overcome. The imagery was influenced by classic hip hop motifs, contemporary leaders in the space such as Kendrick Lamar, and iconic figures such as Malcolm X. The video was shot over 2 days in LA, with an incredible team who worked tirelessly to make it all happen.