They didn't want sleek skyline shots or earnest promo videos featuring people talking hometown pride.

The makers of a new city economic development video wanted it to stand out.

So they brought in beat poet Tomy Bewick, the organizer of Hamilton Poetry Slam, to riff on the city. Sitting in a hard hat and overalls in the middle of a concrete floor, he speaks in the first person as the city. Black and white shots of sparks fly as city landmarks play.

Without ever uttering the word Hamilton, the poet rejects past labels put on the city.

"I have grown hardened; back bone sturdy, forged from the fires of desire to dream. I am a manufacturing giant, producing one-third of all steel in this country. But I am not the steel city. I am more than metal sparks and steam."

Bewick calls Hamilton a city of visionaries and incubators that is leading the nation in investment and Ontario's fastest growing economy.

"What will they call me next? Canada's comeback city?

"You can call me whatever you want. I was, I am and will forever be the ambitious city."

The video was unveiled at the Hamilton Chamber of Commerce city manager's breakfast Tuesday morning.

"It's an art piece that gets people's attention," said Mike Marini, coordinator of marketing for the city's economic development department.

He acted as executive producer, while Michael Pett of Colourblind Productions was producer and Christoph Benfey of Low Key Studio was the director.

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"We really wanted to break the mold with this and do something different," said Benfry.

The video features original music by Sasha Szlafarski and a sculpture by blacksmith artist Mark Korczynski that will find a temporary home in City Hall.