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One figure on the floor, one light overhead, and everything past the edge of it gone. The board Nicole built was specific about texture before it was specific about anything else. Jorja Smith's "Price Of It All" set the colour, deep saturated single-hue frames where the light source sits right in shot and the rest of the room gives up. Tinashe's "Uh Huh" was the other pole, cooler and more controlled, a reference for how still a frame can stay while a body works hard inside i

Some records announce themselves quietly. No buildup, no grand gesture — just a feeling that something has shifted. Shortage is that kind of record. And it demanded visuals to match. The Direction When Donny Steezo brought this track to us, the brief was instinctive: strip it back. No distractions, no spectacle for its own sake. Just presence, contrast, and atmosphere. The creative direction built itself around a single tension — control versus chaos. Pristine black and white

There's a conversation that comes up almost every time an artist reaches out about a music video. It usually goes something like this: "I want something cinematic. High quality. Something that really represents me." Then: "What can we do for $300?" And that gap — between the vision and the investment — is exactly what this post is about. Budget Doesn't Buy Equipment. It Buys Everything Else. Here's the thing most artists don't realize: a professional camera isn't what separat

Music Video · Production Breakdown X-MEN TWOSHADEGREY Not built around heavy narratives or flashy effects. This project focuses on presence, mood, and controlled intensity — gritty performance energy meets stylized studio and moody architectural interiors. DIRXECP Director's Notes Cinematic · Performance · Studio The creative direction was simple from the start: keep the focus on the artist, let lighting and framing do the heavy lifting, and avoid overcomplicating the conce

Tell Ya What is the latest visual release from Mattmac, filmed in a quiet, secluded natural setting just outside the city. Shot on location near Birds Hill Provincial Park, the video strips things back to focus on performance, atmosphere, and movement—letting the environment and camera language do the heavy lifting. The result is a grounded, cinematic piece that proves a single location—when used intentionally—can deliver depth, variation, and energy. Creative Objective The g

Canada’s music scene continues to grow, and so does the demand for high-quality music videos. Whether filmed in Winnipeg, Vancouver, Toronto, or smaller communities, the elements that define a strong music video remain universal. Here’s what makes a music video stand out in today’s Canadian market. 1. A Clear Creative Vision Great music videos start with clarity: What’s the emotion? What’s the story? What mood do you want the viewer to feel? Even simple performance videos ben

Creating a music video is more than just capturing visuals. It’s about telling a story that resonates. For S.C.U.D.'s latest project, we aimed to craft a cinematic exploration of the balance between a 9-5 job and the relentless pursuit of music. Through carefully chosen locations, intentional cinematography, and a visually compelling narrative, this video reflects the reality of hard work, ambition, and the journey toward artistic success. Project Objectives Our goal with thi

DIRXECP recently had the opportunity to work with an exciting new artist, Lovina, as she makes waves in the industry. Partnering with Star Seeker, producer David Hodges, videographer Eric Curt Peters, and photographer Clarize Ariza, we set out to capture stunning visuals that matches Lovina’s artistic vision. Bringing Lovina’s Vision to Life Lovina isn’t just another emerging artist—she’s bringing fresh energy, unique storytelling, and a sound that’s turning heads. Our team

Over the past two weeks, I had the incredible opportunity to work in the northern communities of Kangiqsujuaq and Kangirsuk, filming music videos for Perseverance Week on behalf of Esuma. This project was a unique and rewarding experience, allowing me to collaborate with talented individuals like Jacky Levare and, most importantly, the students in both communities. The goal of the project was to create original songs and music videos with the schoolchildren, giving them a pla

Earlier this month, I had the incredible opportunity to travel to Montreal with David Hodges to create video content for his upcoming album. The trip was a whirlwind—just two days to film for six of David’s new songs—but every moment was filled with creativity and purpose. About David Hodges David Hodges, also known as the "Rap Dad," is a powerhouse in the music industry. As an artist, he seamlessly blends storytelling with raw emotion, creating tracks that resonate deeply wi

The "Forget about Me" project is an ambitious and thought-provoking musical journey that seeks to challenge the norms of celebrity culture. Through layered storytelling, potent symbolism, and stunning visuals, the artist invites the audience to focus on the art itself, rather than the individual behind it. Here’s an exclusive look at the creative process and vision behind this captivating project. Project Overview Title: Forget about Me Launch Date: Late June 2023 Number of S

Creating a music video that balances stunning visuals, emotional resonance, and an authentic connection to its setting is no easy task. For Mattmac and Stella Standingbear’s latest collaboration, Imposters, the team at Unreel Creative delivered just that. Directed by Dave MacDonald and Eric Curt Peters, the video brings to life the themes of authenticity and identity while spotlighting some of Winnipeg’s most iconic locations. Let’s take you behind the scenes of this incredib

Project Overview Banned and Outlawed are making waves in the country music scene, and their latest single is no exception. To bring the essence of this song to life, we set out to create a music video that captures the rustic charm and storytelling heart of country music. The backdrop? A picturesque countryside field adorned with hay bales—a timeless visual motif that reinforces the song’s themes and celebrates the band’s roots. Objective This music video is designed to do mo