When we shot the visual the record had been #1 on billboard for its 7th week and the thirst for the official video was very present. We knew with all the anticipation that people had drawn their own conclusions of what the box was and what the video would be about. We decided to play with that idea of what the box was by teasing different ideas of what it could mean but never fully sticking to an idea. It keeps the visual engaging and allows people to rewatch to try and to decode the visual language, making it feel almost interactive.

Everyone who heard the record had the same question... What is the box? We wanted to play with that idea and peoples minds and decided to place Roddy in a bunch of unrealistic scenarios, that matched the scene to the lyrics. Whether he was in a high speed race, flying high dunking on opponents, breaking into a bank vault, scaling a burning building, etc. We wanted the whole experience to feel like a seamless lucid dream with creative transitions constantly pushing the visual forward. Leaving it up to the viewer to draw their own conclusions of what the box actually was.

We wanted to do something completely unique that would bend the curve for hip hop visuals. We knew by implementing a visual that was fun for everybody it would become a timeless piece. All while keeping it on brand with Roddy as a budding young talent with his first #1 record and album. We understood the importance of how we molded the video so that it continued to push the culture forward in a tasteful way and shatter the stereo types of hip-hop videos.

The visual was shot over the course of 2 days in Los Angeles. There was a turn around time of 10 days from the wrap of shooting to it's premiere on YouTube and we needed every second.

The visual premiered on YouTube on February 28th, 2020 and garnered 9 million views in it's first 24 hours. This helped the record stay at #1 for a whopping 12 weeks. The visual went on to tally 320 million views in its first year.