For the launch of the 1st season of Marvel‘s Iron Fist series which came out on the 17th May 2017, the creative brief from Netflix was to come up with activation ideas that linked to the French culture.
The series is about the billionaire Danny Rand, the protagonist of the show who returns to New York City after being missing for several years, trying to reconnect with his past and family legacy. He fights against the criminal element corrupting New York with his kung-fu mastery and ability to summon the power of the fiery Iron Fist.
Biborg had the idea of creating a partnership with Netflix and the famous French rap group, IAM, originating from Marseille. Being huge fans of the Marvel universe and the martial arts values, the partnership seemed like a perfect fit.
A music clip was created and produced by Biborg for an original song, “Bien Plus Beau” from IAM’s last album, Rêvolution which was coming out 2 weeks before the release of Marvel‘s Iron Fist. The clip was directed by Didier D.Daarwin and Akhenaton and featured Meryem Saci. Images from the series were alternated with the group’s images which were shot in Marseille.
The clip was diffused in France a few days after the launch of Marvel‘s Iron Fist.