The Silhouette Challenge features a person standing in a doorway or room where they are usually in a casual outfit as Paul Anka's "head on my shoulder" plays. When the beat drops for Doja Cat's "streets" the lighting shifts to a deep red that silhouettes the person, who is now usually in their underwear showing off their silhouetted body. When we shot the visual, the Silhouette Challenge was peaking on the internet with millions of new submissions a day. We wanted Doja to have the most creative and iconic challenge of them all. So that's exactly what we did.

This visual is meant to play out like a lucid dream following the fantasy of a taxi driver who is stuck in a NY traffic jam.

We see Doja in a fancy window display as a mannequin that suddenly comes to life and immediately captivates our driver. When the beat drops we dramatically shift to her silhouetted in red wearing lingerie, This pays homage to the Red light district and the art of seduction. The car crash scene represents Doja's vulnerability with the scars of past relationships, as the taxi driver walks past her past ex lovers in a trance before being pulled up into her web, where a spider Doja stakes her claim. We then see him as a mannequin where she is his housewife, in this perfect looking living room, that is suddenly destroyed by an atom bomb. Showing their relationship was fake and never meant to be.

Since Tik-Toks are usually only about 15-25 seconds long we knew we needed the visual to be more than just highlighting the trend with Doja's track being 3:47 long. So the challenge was to craft an idea that crowned Doja the queen of the challenge why also engaging the viewers for the entire length of the visual.

The taxi driver represents the viewer as Doja takes us all on a seductive journey through the different levels of love. The red window scene is the initial attraction, the car crash is putting the guard down and moving past old scars, The web scene represents lust and the mannequin house scene represents a facade of happiness but one lover is clearly not as engaged as the other. By bringing hit home at the end with the driver snapping out of it and Doja being his passenger, it was all in his head.

We shot this visual in 2 days in Los Angeles, We had a turnaround of 8 days from shoot to premiere and we delivered just in time. We created a believable window display as well as some other beautiful sets in a short period of time. The entire creative from inception to delivery was about 2 weeks.

The visual premiered on Youtube, Garnering 12 million views in 24 hours and trending #1 on YouTube for 3 days. The premiere boosted the silhouette challenge engagement by millions in the following days while also pushing the record to #16 on the billboard hot 100, it's highest position to date after it's release in 2019. It was also premiered by MTV and BET in Times Square NYC.

The Tik-tok platform has claimed that it's the best visual created out of a tik-tok trend to date.