NEW YORK CITY/LOS ANGELES — The bi-coastal Good Company (https://www.goodco.tv) recently produced Meek Mill’s new Believe music video featuring Justin Timberlake. The video presents the track as a gripping story of struggle and triumph between a beleaguered man and his daughter.
Maxime Quoilin directed the project for Good Company. In it, a family patriarch is arrested, and his daughter driven to overdose as a result. His journey of redemption and freedom overlaps with her push to recover and succeed as a boxer. The song is driven by Justin Timberlake’s hymn-like chorus and Meek Mill’s verse.
The video makes use of both color and black & white footage.
“The whole process was a great experience,” says Quiolin, who also edited the piece in Adobe Premiere. “Coming from a post and creative direction background, I'm amazed I get to learn doing jobs like these, surrounded by so many talented people. The shoot took place over three days, entirely shot on film, which was a totally different way to direct, with less experimenting and more rehearsing. The post production was fun too, and it's incredibly rewarding to discover footage after the shoot all at once.
Nice Shoes (www.niceshoes.com) colorist Ron Sudul balanced monochromatic shots of the artists with the cinematic narrative, which was shot on 16mm. William DeSena served as DP. Alex Frankland assisted Sudul with the color. The video has nearly 5M views in a little over a week.