BabyQah × Poundside Pop — Diamonds
Client / ArtistBabyQah × Poundside Pop
Year2023
DisciplineCreative Direction and Music Video
Credit TypeFounder-Led Creative Work
Role / ContributionCreative direction and visual world development from concept through delivery
An immersive music video designed to elevate the artists without manufacturing an identity that did not belong to them.
Overview
An immersive music video designed to elevate the artists without manufacturing an identity that did not belong to them.
Challenge
Build the visual world for "Diamonds" in a way that gave both BabyQah and Poundside Pop a stronger identity while remaining true to where they were from and where they were going.
Strategic Idea
Elevation should not require erasing origin. Build a visual world that feels aspirational and specific at the same time.
Response / Execution
Carry one clear creative concept through styling, performance, environment, image making, and final delivery.
Outcome
The finished piece operated as both a music video and a coherent brand moment for the artists.
Credits & Collaborators
Founder-Led Creative Work. Creative Direction by Rahsaam Ray.
Build something people can feel.
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