The official music video for Joey Bada$$’ single “Unorthodox” (Produced by DJ Premier) can be described as just that: unorthodox. Directed by acclaimed directors Coodie & Chike from Creative Control, the video takes the audience on an illustrated journey with Joey, the Pro Era crew, and DJ Premier through the cold streets of Brooklyn. Featuring picturesque backgrounds, and taking inspiration from the illustrations of artist Evan Hecox, the goal was to capture the essence of the artists as the surrounding elements emphasized Joey’s gritty lyrics. Watch it now and catch the behind the scenes footage right here.
Editor: Luke Infinger
Designer/Animator: Luke Infinger
Designer/Animator: Ben Gabelman
Designer/Animator: CJ Cook
Designer/Animator: Jordan Taylor
Special thanks to Joe Ball.
All bicycles restored or created by Officine Sfera.
Thanks to Angelo Becci, Chiara Fossati, Giulia Taboni, Federico Farci, Simone D'urbino, and Alessandro Vigoni
Special thanks to Except House Production for lending us their studio.