Brief
DC punk band Purple Hurt commissioned a music video to match the energy and layered structure of their track PepperAnne, equal parts raw, playful, and intense. The goal was to create a visual journey that honored punk’s roots while pushing into a contemporary, high-concept aesthetic.

Idea
Translate the song’s three-part rhythm into three distinct visual worlds. Pair gritty, guerrilla-style city shooting with a polished studio buildout to show both sides of the band’s identity. Use texture, movement, and format shifts (black-and-white handheld, fisheye, saturated color) to carry the viewer seamlessly through the track’s evolving energy.

Role

• Director and creative lead

• Co-developed treatment with creative director and band

• Guided visual design, set elements, wardrobe, and makeup concepts

• Directed on set across both studio and street environments

Execution
A two-day shoot with a five-person crew: one controlled studio day with full set design, lighting, and makeup; one guerrilla day on the streets of DC. Each production choice, from handheld movement to stylized fisheye, was designed to balance authenticity with creative experimentation.