LIL' PUP
"A gritty resurrection of vintage film textures that amplified the rawness behind the music."
Client
ITZ_GIBZIndustry
Recording, EntertainmentServices
Videography & Post ProductionDeliverables
Music Video
The Ask
This was a music video for ITZ_GIBZ’s latest song Lil’ Pup. I took on the full production to step outside my usual cinematic comfort zone. Gibz was unable to edit this video himself as he normally does, so I handled the post-production along with shooting and directing. It gave me full creative control and an opportunity to grow as both a director and editor.
The Development
This video was carefully planned. Gibz provided reference images that helped me build a strong visual mood board before the shoot. Everything was filmed in one location found on Peerspace. I committed to using a 35mm lens for every scene to keep the visuals cohesive and intimate. We did have lighting issues, some equipment failed mid-shoot but I was able to correct those problems during the edit.
The Design
Every cut followed the kick drum instead of the snare to change up the rhythm and pacing. The visuals were designed to feel gritty and sunburned, like an old 16mm film that was partially restored. I leaned heavily into overlays, intense film grain, and earthy tones. The video had to match the references Gibz provided. This wasn’t just an aesthetic choice, it was part of his identity as an artist. I also made sure the feature artist, 504 ED, had equal shine from start to finish.
The Takeaway
This project exceeded expectations. The references Gibz gave me were hit to the letter, and he let me know how much he appreciated that. The video has since gained momentum on his social media and further solidified his gritty, signature brand look. This process proved to me that when I’m given the right inspiration, I can execute without fail. It also showed me that my direction and post-production style can elevate an artist’s brand when vision and execution align.
Next Project
Coming Soon
