Ben Grube

Hennessy X Nas: The Ride


In 1994, Nas released his debut album Illmatic, featuring the iconic track “N.Y. State of Mind.”

As part of Hennessey’s Never Stop, Never Settle campaign, we follow Nas on a dreamlike subway ride from his home borough of Queens to Madison Square Garden. As he moves from car to car, he revisits his moments from his life and career, from the 1980s to today.



The Film


Directed by Martin de Thurah, the spot is an ode to both Nas and the city that inspired his music for over two decades.


The Ride

Client: Hennessy
Agency: Droga5
Prod. Co: Epoch
Director: Martin de Thurah
Role: Art Direction