Creative Direction [Music Video] - Robbery Rings

Role: Creative Director In Collaboration With: Schott NYC Recognition:

3× UKMVA Nominations - Best Visual Effects in a Video, Best Hip-Hop/Grime/Rap Video Newcomer, Best Low-Budget Video

Berlin Commercial Festival 2025 Nominations - Best Music Video, Best VFX/Animation

Robbery Rings is an ambitious music video project that merges music, fashion, and cinematic storytelling into a cohesive narrative experience. The collaboration with Schott NYC served as both a creative partnership and a stylistic foundation for the video, blending classic Americana aesthetics with contemporary urban edge.

As creative director, I led the entire creative process from initial concept through to final delivery. My responsibility included defining the visual tone, directing performance, and shaping the overall narrative structure. The goal was to transcend the traditional music video format by creating a fully realized universe where visual design, narrative, and sound all intersected to enhance the song’s storytelling.

The creative process began with intensive concept development, where I explored thematic ideas, visual motifs, and stylistic references that would inform the look and feel of the video. Storyboarding sessions and mood boards were developed to establish a cohesive visual language, which guided the production design, cinematography, and post-production workflows.

Collaboration was central to the project’s success. I worked closely with the director of photography, VFX artists, and stylists to ensure that every element, from lighting and color grading to costume and set design, aligned with the narrative and emotional beats of the music. I also oversaw the integration of sound and visual rhythm to ensure that audio, movement, and imagery were fully synchronized.

Feedback loops were incorporated throughout production and post-production, allowing for iterative refinement of both visual effects and performance direction. This iterative approach ensured that the final output reflected the original creative vision while remaining adaptable to the practical constraints of the shoot and post workflow.

Robbery Rings stands as a case study in creative direction on a low-to-mid-scale budget, demonstrating how clear vision, multidisciplinary collaboration, and attention to sound and design can result in a culturally resonant and critically recognized piece of work.

The project’s success across the UKMVAs and Berlin Commercial Festival underscores the impact of taking a holistic creative approach, and brand storytelling is seamlessly intertwined.