OVERVIEW
Director, Creative Director

When ScHoolboy Q dropped CrasH Talk, we knew the promo couldn’t feel like just another interview. Apple Music wanted something raw, visceral, and impossible to ignore—something that let Q express the tension and resilience that defined the album.

CONCEPT
We built an entire set inside a warehouse and told Q one thing: break whatever you want. The result wasn’t a Q&A—it was a short film about rage, release, and being unbreakable.

By giving him the space to smash, destroy, and perform with no filter, we captured a side of the artist fans don’t see anywhere else. It felt real, cinematic, and perfectly in tune with the themes of CrasH Talk.

RESULTS

• Delivered exclusive Apple Music content that stood apart from typical artist interviews

• Created a shareable, cinematic experience that matched the raw energy of the album

• Strengthened Apple Music’s reputation for bold, artist-first storytelling