Project Overview

L0ADOUT’s boldest music video yet, 7:50 In Tukwila by Seattle artist PGotemm reimagines simplicity through layered storytelling. The goal was to create an iconic piece of visual media to accompany the release of a long-awaited song. We wanted to bring to life an out-of-the -box unique concept which had been only a vision for a while. When he came to us with this song, we knew this was the one to do it with.

Shot entirely on a single camera, the shoot featured a total of 22 takes—each take with intentional changes in wardrobe and lighting to showcase the telling of the song's story a different way each time. Prior to the video's release, cover art was made, hinting at the video's theme. The weeklong rollout amassed a total of just over 25,000 views across platforms, increasing engagement, song streams, and overall hype for the artist and our brand.

Our Approach

We focused on one-frame visuals and standout contrast between each shot. We wanted the cohesive product to feel like it was all happening right in front of the viewer at the same time, but each way they looked, something new caught their eye, keeping them engaged throughout.

Our strategy included:

• Maximizing Simplicity for Visual Impact
  We embraced a minimalist black-and-white look to keep the focus on the artist’s expressions, outfits, and body language.
• Using Wardrobe & Lighting as Storytelling Tools
  Across 22 takes, we switched up outfits, lighting, and angles to subtly tell a different version of the story each time.
• Creative Execution With Constraints
  By focusing on a limited set of tools and a tightly controlled production style, we created a visual language that felt raw, focused, and emotionally charged.

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