Usher’s debut fragrance campaign for Ralph Lauren – Ralph’s Club New York Eau de Parfum – is brought vividly to life through a cinematic short film. In the video, Usher delivers a powerful reimagining of Frank Sinatra’s iconic “New York, New York,” infusing the classic with his own soulful interpretation.
Visually, the film captures his ascent through the city’s energy-laden streets—each frame a nod to ambition and the electric spirit of New York. The campaign balances narrative and atmosphere, using the video’s storytelling to reinforce the fragrance’s essence—bold, confident, and rooted in legacy.
Agency:
Ralph Lauren
