The idea for the “Nice For What” music video was to create a wildly enticing women’s empowerment visual to match the women’s anthem that is Drake’s song. We wanted to take a group of strong, beautiful and powerful women and capture them in a variety of bad ass, sexy, and unapologetic set-ups. The key message was: the future is woman and the future is now. Karena Evans wanted to capture the individuality of each woman, but also collectively capture the essence of the female force. “Nice For What” is female representation, in all its nuance, brought together by Drake — the star that powers it all.

The video was filmed over the course of a month in New York City, Los Angeles and London. Throughout the month we staffed a core crew of a global producer, line producer, director of photography, camera operator, editor and director to oversee the project. One of the most challenging aspects of the job was securing all of the women that were featured. Aside from coordinating with their busy schedules, we had to sell them on Karena and Drake’s vision for the video.

Although the video was only released less than a week ago as of this entry, the response has already been overwhelming. In terms of reach and engagement, the music video has already been streamed 15 Million times on YouTube. With Drake, we’ve come to expect high engagement, however the video’s impact is what has been most touching. Publications such as Vogue, The New Yorker, Pitchfork and The FADER have praised it as a celebration of women. The publication Refinery29, for example, wrote: “The women here aren't sexual objects to be ogled or prized as another possession for Drake to collect. They are presented as the powerful, strong, and graceful women that they are." This is exactly the kind of notion that we were attempting to convey, so to see the video evoking this kind of response is extremely rewarding.