CONTEXT AND DETAILS
Principal Role(s): Creative Director, Co-Director, Motion Designer, Editor, Graphic Designer
Challenge: Create a visually intricate music video where each 360-degree camera rotation revealed a different era of André 3000, all with a tiny crew of two puppeteers, a DP, PA, and director.
Opportunity: Prove that ambitious, concept-driven production could be executed through clever planning and editing rather than scale or budget.
Solution: We designed the video around hidden cuts. Each time the camera rotated behind the Andy Mineo puppet, we used the wipe moment to cut, reset the André 3000 puppet’s wardrobe, and continue the rotation seamlessly, creating the illusion of one continuous evolving shot. By “shooting the edit” and choosing the right location, we were able to execute the concept efficiently with minimal resources.
Execution: Together with co-director Andy Mineo, we:
Outcome:
The video became one of the artist’s most celebrated releases, generating strong audience response and reaction videos from creators who had never previously covered his work. It also received praise from respected hip-hop journalist Touré, highlighting the project’s creativity and execution despite its limited scale.
Challenge: Create a visually intricate music video where each 360-degree camera rotation revealed a different era of André 3000, all with a tiny crew of two puppeteers, a DP, PA, and director.
Opportunity: Prove that ambitious, concept-driven production could be executed through clever planning and editing rather than scale or budget.
Solution: We designed the video around hidden cuts. Each time the camera rotated behind the Andy Mineo puppet, we used the wipe moment to cut, reset the André 3000 puppet’s wardrobe, and continue the rotation seamlessly, creating the illusion of one continuous evolving shot. By “shooting the edit” and choosing the right location, we were able to execute the concept efficiently with minimal resources.
Execution: Together with co-director Andy Mineo, we:
- Developed the hidden-cut 360-degree transition system.
- Planned the edit structure and synced transitions to the song before filming.
- Styled multiple puppets and sourced wardrobe representing different André 3000 eras.
- Secured a visually playful location with built-in production value.
- Rehearsed camera movement, puppet choreography, and transitions for two days prior to shooting.
- Collaborated closely with the DP and puppeteers to execute the concept efficiently with a very small crew.
- Handled post-production editing, graphic titles, and subtitles to reinforce the video’s pacing and personality.
- Added the final mirror reveal during rehearsal, which became a standout moment in the video.
Outcome:
The video became one of the artist’s most celebrated releases, generating strong audience response and reaction videos from creators who had never previously covered his work. It also received praise from respected hip-hop journalist Touré, highlighting the project’s creativity and execution despite its limited scale.