Fresh off his first (and well-deserved) Academy award for 'Best Adapted Screenplay' for the racially-charged BlacKkKlansman, Spike Lee has just released a short film for Coach. Simply titled Words Matter, the one-and-a-half minute film stars Michael B. Jordan (the global face of Coach menswear) as he travels the undulating landscape of a desert on a motorcycle.
Jordan then stumbles upon flat rocks carved with negative words—'Hatred', 'Evil', 'Bigotry' and 'Lies'. He tosses them aside, and for some, casts them as far as he could. Taking matters into his own hands, he replaces the negativity with his own carved rocks depicting 'Courage', 'Truth', 'Love' and 'Dream', before setting off.
Words Matter is the first time that both Lee and Jordan have worked on the same film project. Jordan calls the experience "inspirational".
"Spike’s art has moved the cultural dial for decades. I’m proud of the powerful messaging of this film and to be working alongside a brand that cares about putting that narrative into the world as much as I do," Jordan expresses.
In addition to the short film, Coach has also enlisted the help of its list of friends to help spread the message of positivity in a series of personal videos. This series of shorts were directed by Lee's two children, Jackson and Satchel, who also helped in co-writing the Words Matter short film. Each short features a different personality and their individual take on why words matter, and will be released over the course of several days.
Scroll through the gallery above to see the behind-the-scenes images of Michael B. Jordan on the set of Words Matter.