VIC MENSA - ROCNATION
Creative Director for Rocnation artist, Vic Mensa 2013-2015
Our goal was to establish Vic Mensa as a multifaceted artist– Through sound, style, and motion. In 2013, there was less pressure for rising artists to have seamless creative direction across all mediums. It was seen as complementary, but not integral. This was a priority for our team- Focusing particularly on premium, creative music videos where we could win new fans based on the visually engaging nature.
We identified "Orange Soda" as a standout song with virality potential, in need of a bright and engaging music video. Though it was not originally slated to be on his debut mixtape, Innanetape, we conceptualized and pitched the video concept to the artist and it was signed off on. We chose to play to the 90's nostalgia of millennials– Taking the song title and pulling out its cultural significance in the classic 90’s Nickolodeon show, Kenan and Kel. We assembled a team for production and oversaw execution on all levels. The video garnered over 3.5M views, and became the breakout single of the mixtape, Innanetape.
We went on to Creative Direct the music video for "Feel That" and green lit the treatment the video for "Down on My Luck" by Ben Dickenson. Our last collaboration was U Mad featuring Kanye West, where we executed the Creative Direction, wardrobe, production and corresponding press imagery. We built and oversaw a team of over 15 creatives working on all marketing assets including print design, merchandise, tour visuals and promotional/press photography - in line with creative briefs developed by our team.
Key creative contributors included: GOOD Music, Nate Brown, Vlad Sepetov, Danielle Alston/VERLUXE, Avarie Graham, Juan Riesco, Kristina Pedersen