Big Sean 'Precision' by Onda
Rob Ulitski - 27th Mar 2024
Onda directs a futuristic blockbuster for Big Sean, featuring an artistic interpretation of the artist's resurgence onto the global stage.
Waking from an incubation chamber, his every move meticulously tracked, in the video for Precision we see Big Sean undertake a series of tests designed to gauge his readiness to re-enter society.
Utilising NeRF AI technology, Onda captured virtual 3D representations of the actual on-set environments for subsequent manipulation in post-production, blurring the line between live action and post effects.
Across a dizzying montage of performance vignettes, the video is a hyperactive, full-sensory experience befitting of such a big comeback, and Onda's eye for innovative concepts shines brightly throughout. It's a superb, multi-faceted announcement of the hip hop star's return to action.
“It’s been almost four years since Big Sean released an album," Onda explains. "My intent with this video was to show a validating corporate America approach to not everything being what it seems, A layered approach to the Truman Show, Big Brother idea.”
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Rob Ulitski - 27th Mar 2024
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Some credits on this video are only available to PRO members.
Rob Ulitski - 27th Mar 2024