POMP&CLOUT, New York / ATLANTIC RECORDS & 300 ENTERTAINMENT / 2017
In a nutshell, the creative idea was to take the little footage we had from the failed shoot and make a meta music video/documentary hybrid film that told the bizarre story of how the whole shoot went to shit. The story would be told from the POV of the disgruntled director and would pull the veil back on how music videos are made and shed light on the absurdity of the world we live in. The concept became more and more meta as post dragged on... as Ryan began adding in label legal requests, logo requests and a 2 month late hard drive of bad footage that Young Thug shot. In the end, the video is truly telling the story of its own creation.
After Ryan was granted permission to finish the video as he saw fit, he was able tell his story by using a combination of text overlay, vfx, audio files, and of course the little video footage he had from the shoot. We delivered the video and then after a week of radio-silence the video dropped unannounced on Young Thug's YouTube channel.
The video was an overnight sensation. It found itself as the #1 trending video on all of YouTube as well as the front page of Reddit. Celebrities tweeted out the video hailing it as "genius". Several press outlets, including Beats 1, BBC, NME, Rolling Stone, Complex, TMZ, E News and many many more reached out to interview the Director. The internet argued over whether or not the video was real. The video currently has 21.5 million views on YouTube.