REVERSE Produces Noah Kahan’s “The Great Divide” via McCann New York
We’re thrilled to share our latest production — the official music video for Noah Kahan’s “The Great Divide,” created in partnership with Mastercard and McCann New York, and premiered during their commercial break at the 2026 Grammy Awards.
The video follows Kahan returning to a gas station — a charged, familiar setting — haunted by the memory of a childhood friendship that quietly fell apart. Flashbacks layer in the two of them at different ages, playing as kids, drifting as teenagers, fracturing as young adults, until walking out of the convenience store, Kahan runs into his old friend for the first time in years. They embrace.
It’s a deceptively simple visual story about guilt, distance, and the things left unsaid — and one designed to reward a second watch. Mastercard built a full sweepstakes around the Easter eggs hidden throughout: a phone number lifted from a Stick Season lyric, a gas station price that doubles as the album’s April 24th release date, a missing dog poster nodding to Kahan’s German Shepherd Penny.
The concept demanded something genuinely tricky from a production standpoint: multiple groups of actors across three age brackets — kids, teenagers, young adults — each needing to convincingly read as the same two people at different points in their lives. Physical resemblance, shared mannerisms, casting that had to be right across the board. Shot in Nashville with director Parker Schmidt on a timeline that was, to put it gently, extremely compressed. Nothing was fully locked going in — not the schedule, not the full creative, and not even the final version of the song. “What I loved about this project was how human the whole process felt,” says Thibaut Estellon, REVERSE Founder/EP. “People in a room, brainstorming ideas, focused on emotions, actors, locations, craft. Noah’s personality and the track kept everyone motivated and anchored throughout.”
The song hit No. 1 on Spotify’s Top Songs USA chart and No. 3 globally on release day, debuted at No. 6 on the Billboard Hot 100, and became Kahan’s first No. 1 on Hot Rock & Alternative Songs — pulling 19.3 million U.S. streams in its first week. “The Great Divide” is the lead single from his fourth studio album of the same name, produced by Gabe Simon and Grammy-winning producer Aaron Dessner, out April 24th via Mercury Records. Kahan follows the release with a 23-stop stadium tour this summer, including nights at Citi Field, Wrigley Field, the Rose Bowl, and a two-night homecoming at Fenway Park.
Read more about it on The Hollywood Reporter, Live Nation, and Mastercard’s official press release.
