![]() It breaks most editing conventions but really works. The shots in it were really long, perhaps 20 secs, but because the content was so interesting, it made it quite mesmerizing. I’m a huge fan of Kendrick Lamar and love his videos, especially Humble, and a more recent one he did with Baby Keem, “Family Ties,” really struck a chord. This was achieved through odd camera angles, lengthy shots, and the general aesthetic of bright neon colors. The cars, the girls, the street corners are all there, but I wanted to place them in a surreal world, so it was more like a dreamscape. I wanted to represent that in the video, touch on some of the clichés but maybe subvert them a little. He dresses in Gucci and holds bottles of Hennessee Whisky in his videos, so he comes from that quintessential Hip Hop background. Wayne is controversial his lyrics are pretty dark, and he comes from gangster rap. I wrote that the girl would be punky, have a bit of attitude, and wouldn’t be your classic stripper type. So I pitched the idea of Wayne interacting with a girl in various scenes. He’s talking about a girl who, let’s say, is pretty relaxed in the bedroom. The narrative for She Will was informed mostly by the content of the lyrics but also by Lil Wayne’s world. ![]() I work with 3D characters a lot and put them into 2D, illustrative, hand-drawn environments, so that was always going to be my method for visualizing him. Wayne is a visually interesting guy, covered in tattoos and with an OTT sense of style he had to appear in all the visuals. ![]() Because we’re dealing with past albums, the pressure is off slightly, and the main goal is to make SOMETHING, and the way I see it, I have a budget, I have a great brief, I’m going to take advantage of it because not every director gets this opportunity. I’ve worked with UMC a few times before, and we’ve developed a great relationship – a dream relationship for a director even, where they know and trust me, and I feel like I can go to town with the ideas.
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