Marti: Music Video Series – Director

Brief
Commissioned by B4 Sounds to launch Marti’s debut as a recording artist, the task was to create a visual rollout that matched her raw, genre-blending sound with a cinematic identity strong enough to cut through the noise of a first release. With minimal budgets and a high-stakes introduction, the videos needed to establish Marti’s voice, expand her audience, and position her as an authentic new presence in the industry.

Approach
Each video was built to mirror the tone of the track while highlighting Marti’s grounded authenticity:

  • Mothers and Fathers — Shot outdoors in summer 2020, the concept leaned into brightness, intimacy, and joy. Camcorder B-roll layered with vivid Sony footage created a nostalgic yet modern texture. Inventive lighting choices — including car headlights — gave the video a handcrafted feel while keeping it warm and inviting.

  • Easy — Inspired by retro soul with a modern twist, the video was staged like a cinematic editorial. Stylized lighting, sharp blocking, and intimate close-ups created a visual rhythm that let Marti’s voice lead. Even on a shoestring budget, the shoot achieved polish through precise direction and on-the-spot choreography.

Role

  • Directed narrative concepts and developed treatments in collaboration with Marti

  • Supervised a small crew (DP, stylists, PA, lighting, photographers) and managed production logistics under resource constraints

  • Guided performance direction, camera blocking, and visual tone on set

  • Oversaw editing and final delivery to align with Marti’s vision and positioning goals

Impact

  • Videos collectively reached 24K+ views on YouTube

  • Easy received coverage in Paper Magazine, expanding Marti’s industry visibility

  • Mothers and Fathers secured a Netflix sync, amplifying reach and introducing Marti to broader audiences

  • Established Marti’s visual identity and positioned her as a rising artist with a distinctive, authentic brand voice

  • Praised by Marti’s team: “The films gave her debut the clarity and polish of an established artist while still feeling true to her. They set the tone for everything that’s followed.”

Each video in the series was created in collaboration with cinematographer Nabil Abdulkadir.