Weak - Lyric Video

This project began as a lyric video for a well-known EDM producer and although the final version wasn't used, I loved the creative concept so much that I decided to repurpose it.

The track was called "Weak," and the campaign's creative direction used a jaguar to symbolise the antithesis of weakness.

I expanded on this idea by depicting three stages of the jaguar: life, growth, and destruction. These stages are represented by the jaguar running, then becoming still as nature grows over it, and finally being destroyed.