We wanted to shoot a performance video for Drake that showcased him in another light. An intimate, minimal approach on big light box sets. In regards to the performance, Drake wanted to step out of his comfort zone, and lets loose. He referenced the iconic dance moment that Travolta and Uma Thurman had in Pulp Fiction, he wanted to bring hip hop back to a time of good fun versus gangsters, cars and champagne. The key idea was to figure out a new visual way to push the culture forward by using colourful palettes with artistry.

Director X worked closely with his art director and the director of photography on the set and lighting designs. They chose to implement the use of Chroma-Q’s Color Force high-powered banks of full-spectrum LEDs. The challenge was to make sure that the colour flooding that X wanted was doable and seamless with the builds and materials. The team used three layers of Spandex, separated by 15 to 30 centimetres to allow for full diffusion. The banks of LEDs were positioned still further behind the walls to avoid the appearance of individual points of light. All the set pieces were built on castors to allow them to share the same stage and for portability. This allowed the team to move the different pieces quickly into position and pull off all the effects.

The final product was a ground breaking performance piece that became one of the most parodied videos in recent times with countless memes. This viral juggernaut has garnered 607 million views on YouTube alone. Not to mention, our video landed Drake on TIME's 30 Most Influential People On The Internet. Its has become visual pop art for this generation