Fashion Commercial

Directed by Alejandro Hinestroza

Chains while I'm on the road. Mama say slow down, papa need to slow down. Breathe with me. The track is the script here, and the lyrics are doing the job a voiceover would normally do.

Cutting to a vocal is a different discipline from cutting to a beat. A beat hands you a grid and you can hang almost anything on it. A vocal hands you meaning, so the picture has to agree with the line or it argues with it. The cuts sit on phrases rather than on the drums, and the exteriors turn where the lyric turns.

Streetwear against a New York cityscape is well travelled ground. The only defence against that is specificity, so the cut has to be specific or the whole thing looks like everyone else's.