The ever-evolving Ecko Unltd. brand has recruited Atlanta’s own B.o.B to be featured in its Fall/Holiday 2014 campaign. The crossover hip-hop star will have his stories come alive through illustrations and animations that will be featured in campaigns in the coming months. And he will be superimposed in some of the artwork wearing key items from the upcoming collection.

Though he's not the first rapper to appear in the brand’s ads, B.o.B’s crossover status from hip-hop to pop makes him the perfect candidate for the revamped styles. Included in the collection are slim cut button downs and cozy sweats which you can see in the first shot above. Check out what else you can expect in a behind-the-scenes video below.