Building off of the idea of tracing Beyonce through different historical eras and tones, we wanted to create a piece that shows an energetic, artful portraiture of country salvage. Reclaiming our streets and reforming our history.

Formation was deeply inspired by New Orleans and the south. To get the feel of different eras, a bolex camera and realistic VHS-style editing was used. The timeline was two weeks from the initial concept to the completed video.

Formation was viewed over 34 million times and portrayed a similar message to the #BlackLivesMatter movement. Reviewed and praised by multiple publications, the song and video caused Americans to comment on police brutality and racism in today's society.

Released just one day before the Super Bowl, "Formation" is among the most politically direct work Beyonce’s done in her career, with implicit commentary on police brutality, Hurricane Katrina and black financial power.

The strategy was to take the viewer back to Hurricane Katrina and important times in African American culture so they could see today's times aren't so different. The video was made to shine a light on today's issues and start a conversation to fix them.

Beyonce's "Formation" was made to inspire people to stand up for what's right and to embrace where they came from.