The design problem was to make type talk. In a market saturated with eye candy and very few concepts, I wanted to strip down the music video to what was important to me: the lyrics. The lyrics are particularly harsh, but at the same time they tell a very real story.
By using only words and pure typographics, I wanted to convey the narrative in a unique and interesting way. The letterforms create a visual scene and evoke the story without using expensive cars, platinum jewelry, or the expected “bling.”