The creative idea was to find interesting images to juxtapose to the lyrics of HUMBLE and to find innovative methods to impress the viewer.

This was very challenging to execute. The project was awarded ten days prior to the shoot day and we needed to shoot an additional music video for “LOVE” at the same time. The shoot was four days and there were extensive measures to keep the shoot confidential as the song had not been finished nor released. The post-production was equally intense as we were only given a week to deliver a video that required many VFX shots.

At almost half a billion views on YouTube, this video is the biggest video of Kendrick Lamar’s career. It has engaged fans across the globe with iconic images that have inspired gifs, memes, reaction videos and many articles. It is one of the most played music videos on YouTube that was released in 2017. It was on countless top ten lists for 2017, in addition to winning Video of the Year at the MTV VMAs and the Grammy Award for Best Music Video.