An interactive romp through Trey Songz’s fantastical inner world, which (surprise!) features mega-star Nicki Minaj. A dedicated app served up the experience on your mobile. Director Jason Zada for Tool of North America.

the ask

Create a highly visual and compelling interactive music video for musical artist Trey Songz’s single, “Touchin, Lovin” featuring Nicki Minaj.

Despite a limited budget, the project called for a unique concept which tapped into Songz’s premium, polished and playful aesthetic, and Ms. Minaj’s personal brand. To sell through both the label and the stars, the idea needed lots of possibility for interpretation, and work both as an interactive and conventional video.

my role

Ideation, treatment.

the answer

After a few listens to the track and a deep dive into Trey Songz’s work and personal story, I came up with an experience where Trey searches for his ultimate fantasy woman within a constantly evolving dreamworld. Instead of a garden-variety music video loaded with uber-available women, however, these would be lush, visual vignettes with an emphasis on the fantastical, and a shared power dynamic between the women and Trey. In the interactive version, selecting the secret object within the scene unlocks variations in the “fantasy,” which ultimately leads to the indomitable Nicki Minaj.

result

The “Official Music Video” (non interactive) has 79M+ views.

Press:

COMPLEX

MTV News

Billboard