The narrative centres around a greedy fat man, who eats more than he should and is soon sacrificed to some evil twins living on the ceiling, in true horror movie style. Thug, Carnage and Meek remain passive in this series of events seemingly just overseeing the proceedings and if you look closely, even through the art on the walls.

Mostly achieved in-camera through a specially made camera rig and 2 sets which would later be stitched together.

The video was designed to engage Young Martha’s fanbase, but also to cast a wider net using the films visuals to attract new fans and followers. Created with the aim to live on YouTube, the video became perfect comment-fodder, with users discussing through endless threads how each piece of the music video was created and spotting hidden messages within the scenes.

'Homie' video is truly a fresh perspective, which is achieved for the most part in camera. The genius of the video lies in design and execution of a clever yet simple concept, utilising a unique rig designed by the director himself. The 360 parabola reveals a disturbing scene with gravity defying cannibals and a whole host of visual treats that demand to be watched again and again.

The director's vision was to create a seamless video that told a story using a 360° rotating camera. To achieve this, he set out to design a custom rig that would allow him to tell the story in a fresh and exciting way.

The brief was very open however the ambition was to create something fresh and different from your typical hip-hop performance video.