The second release in Jameson Irish Whiskey’s "More Than" series features the street wear fashion designer and Free The Youth Co-Founder, Joey Lit.
The “More Than” campaign showcases the creative arts industry in Ghana and champions real stories through a powerful and inspiring series of short films that depict courage, foster inclusivity and bring the creative community and everyday Ghanaian together.
In the short film, Jonathan Coffie popularly known as Joey Lit expresses the reasons for his sources of inspiration and recalls the role his Tema community plays in his creative expression.
“Weekends came with dance battles, rap battles and drip battles. The elaborate colours, the grand styles, the creative vibes inspired me to showcase Ghanaian street-style with Free The Youth and move the local youth to express themselves freely through creativity and art,” shares Joey Lit who has been featured in media outlets including _Vogue_ and has earned collaborations with international brands such as Daily Paper, Nike, Foot Locker EU, and Sony Music.
Other featured creatives in the series include Ghana-based Cameroonian singer/songwriter T’Neeya and Anthony Jefferson Hanson professionally known as Ashenso, a graffiti and tattoo artist. The short films will be released throughout February and March and will reflect the untold richness and complexity of Jameson.
“For creatives in Ghana and around the world such as Joey Lit, art is an expression to tell a story and promote cultural values. They are “more than” simply artists, they are influencers of culture just as Jameson is “more than” whiskey,” adds Sean Deane, the Jameson West Africa Brand Manager.