Soulja boy
Two music videos built for immediate circulation. Soulja Boy works in a lane where a visual either travels in the first hour or does not travel at all, requiring direction that front-loads energy without abandoning craft. Our approach focused on shooting for the share, planning the cut and the crop before the camera ever turned on.
Deliverables
Music Video
Concept development
On-set direction
Post-production
Social cuts
Date
2018
Client
Universal Music
Industry
Music
Across HML and Thotiana, Soulja Boy released two visuals through direction and post, bringing together pace, presence, and platform in a single production run.
The scope. Two distinct music videos and a parallel photo shoot, shaped as one visual project while giving each release its own identity.
The direction. Both clips were directed from concept through on-set execution, while the stills captured the artist, atmosphere, and campaign-ready details around the production.
One production, multiple formats. Video and photography were planned together so the visual language held across hero edits, vertical cuts, press images, and social content.
The outcome. The project delivered two finished music videos alongside a cohesive photo set, ready to support each release from launch through ongoing promotion.
Both records landed with the master and the platform cuts ready on day one. The vertical crop was planned into every setup rather than rescued in post, which kept the visuals moving at the speed the release window demanded. The work led to further referrals across the label roster.
Universal Music
Project outcome, 2018