The Kendrick Lamar m.A.A.d. project was unique in the fact that we created 3 unique executions around one project.
Activation 1: Kendrick Lamar live tour visuals
Opening for Kanye West on the Yeezus tour, Kendrick and TDE records commission us (What Matters Most) to creative direct and execute a concept and design for his tour visuals.
A three-screen installation was built on stage to act as a backdrop to Kendrick and his band. The visuals (filmed in 35mm film) would act as a cinematic experience that would correspond to his songs, subject matter and world view. A combination of pre-programing and live editing (to be able to react to Kendrick changing the performance of a song on a nightly basis) created the visual framework for the journey Kendrick wanted to take the audience on each show. A journey back to his beloved Compton.
Activation 2 : m.A.A.d. Single screen short film debuting at Sundance Next Fest.
Phase 2 for the project was to distill down the visuals from the concert experience into a short film, using Kendrick Lamar's music, that would take the viewer on a similar cinematic journey to Compton that the live show was able to achieve.
m.A.A.d was commissioned by Kendrick and TDE and premiered as a single-channel version at the Sundance Institute’s Next Fest. A Dream-like and kaleidoscopic, m.A.A.d weaves together film and video documentation of the rapper’s hometown; directed vignettes of poetic cinema; home video of Lamar and his friends and family filmed in 1992; and news footage from the Los Angeles riots. The work is scored by Flying Lotus, the musical alias of Steven Ellison, and samples the verbally dense, booming hip-hop of Lamar’s breakthrough album good kid, m.A.A.d city (2012).
Activation 3: Two Screen Instillation (Kahlil Joseph - Double Conscience) at the Museum of Contemporary Art, Los Angeles.