Black Panther Star Michael B. Jordan Explains the Creative Process in Brisk’s New Meta Campaign

He directed and produced the spot

Michael B. Jordan made his directorial debut with a new Brisk spot. Getty Images
Headshot of Kristina Monllos

While Michael B. Jordan has been behind the camera a few times, he sees the new 60-second spot he directed for Brisk as his directorial debut. The ad shines a light on the invisible work that goes into the creative process—like the work Jordan has to do to get into his character as Erik Killmonger in Marvel’s Black Panther, which debuts in theaters today.

“People see the finished product, but nobody sees the time, the grind, the hours, the sacrifice that people make in order to create that piece of art,” Jordan said. “Diving into the creative process, building my character, I wanted to mirror that [in the spot] with an artist who was working on his sketches, showing the shading, the pencil work, all of the work that he had to go through before he was ready to step outside and have his work be judged. That’s something that I definitely wanted to highlight in this piece.”

Jordan directed, produced (via his production company Outlier Society) and starred in the new spot. He has also partnered with Brisk on its Creators Class program, a new initiative to give up-and-coming artists opportunities and mentorship from established creatives, to support three projects that give creators in film, visual arts and writing the chance to create something.

“Over the years, we’ve teamed up with and supported various talented artists who share that same passion and bold, daring attitude,” said Melanie Watts, director of marketing at Brisk, in a statement. “That’s why we partnered with Marvel Studios’ Black Panther and have invited some of the creative minds behind the film to join the Creators Class.”

Over the next two days, Brisk, the official drink sponsor for Black Panther, will host an immersive experience for fans of the film in Los Angeles and will unveil nine new can designs it created in partnership with the Creators Class.

Jordan explained that he would like to direct more and that he would like to see more diversity in advertising. “Honestly, diversity behind the camera in these big spots is something I definitely want to push for,” said Jordan. “The conversation is starting to be had but working with companies like Brisk and PepsiCo that have that kind of initiative, that have that foresight, is extremely important to me.”

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.