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.

HUMBLE was one of the most discussed music videos of 2017. It is the biggest music video of Kendrick Lamar’s career at almost half a billion views to date. 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.

The music video for HUMBLE was conceived and released as the announcement for Kendrick Lamar’s Grammy Award winning album “DAMN.”

This video was single bid and the client had yielded the creative direction to the director.