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2 Chainz: "Watch Out"

Directed by: Motion Family This song had all the makings of a hit – Simple, fun, and ridiculously catchy. All it needed was a visual hook to match. I generated a bunch of ideas for this one – All of them would have made for decent videos, but this video needed to be great. It was a lesson in the power of simplicity. After boiling our ideas down to their essential ingredients, we realized what this song really needed was 2 Chainz’s giant head pasted onto athletes, social media influencers, and everyday people. It was funny, it was visually interesting, and it showed in its own ridiculous way how music unites us all. The treatment worked. This video was a viral smash and got nominated for Best Hip Hop Video at the VMAs that year.

Project Roles
Designer, Writer
Def Jam
Adobe InDesign, Adobe Photoshop, Conceptual, Copywriting, Design, Scripting
Music Videos
Project Industries