This spot was filmed in New York City with the iconic director Spike Lee, created for the launch of his Cool Hand Rolex model. His vision was to capture an urban, almost unpolished aesthetic that echoed his signature filmmaking style. We shot in his favorite locations and on street corners that hold cultural significance to him, immersing the piece in the energy and identity of his city. In the editing room, we crafted a fresh visual collage—blending texture, rhythm, and attitude—to infuse the Rolex brand with a distinct sense of neighborhood authenticity and street soul.