The Brief: Roc Nation needed a music video for their upcoming artist ROMANS but the deadline and budget was crazy tight. They wanted something fresh and original, loosely inspired by the lyrics.
The solution: Taking the theme of of the songtitle 'Prisoner' in an abstract context and exploring how people can become prisoners to vices as well as themselves, Josh Hine wrote a dark narrative around the theme of greed and addiction set in a 90's gritty landscape.
Why it Mattr’d: By telling the story solely via physical objects and in reverse order the audience was kept guessing till the end, demanding a second viewing. The shooting style was specifically chosen so that Romans could build upon the concept at a later date, either through telling the same story through different filming styles, or by using the same style but with different stories.