The Main Idea

Denzel Curry ft. Joey Bada$$ - "Zenith"


Artist:  Denzel Curry ft. Joey Bada$$

Label:  C9

When I was first approached about shooting Zenith, the first thing that came to mind was the definition of the word itself, “the time at which something is most powerful or successful”, or the apex. I got on a call with Denzel to share some of my thoughts, and he told me that the song is actually about the Zenith TV sets.

This totally caught me off guard, but in a good way.

I sat down to think about how the TV has come to affect our society in general. In today's world nearly everything is being captured and digested through a screen. People will be sitting a room with 4 friends and everyone seems lifeless, staring at their electronic devices, not communicating with each other. Most of the information we take in is coming from 3rd party channels-- often without validation from any sources.

The biggest problem in my opinion is that we are so locked into our technology we forget to build and grow with the people that surround us.  Instead, we make assumptions based on arbitrary information from a screen.

I wanted to create an environment where I could metaphorically play with the idea of being trapped by “Big Brother” controlling our actions and ultimately skewing our perception of what is real and what isn't. Technology is creating a dissonance among our people making it difficult to progress together.

We built an asylum scenario to help exhibit the power of technology holding us down, and more importantly, how that power can be overcome by working and communicating directly with those closest to us.

The visuals encapture one big analogy showcasing both Denzel and Joey as the enlightened individuals who are above the influence of “Big Brother”, and are doing their part to bring their peers back to the light. Watch as Denzel and Joey revive the new generation.

“Catch me on the zenith, fuck a TV screen, bitch, let it die Look at your reflection, and ask "Who am I?"”

Directed by: JMP
DP: Joey Szela
AC: Andrew Percival
Art Dept: Chris Gilmore
Grip: Antonio Esposito
PA: Ben Weigher
Edit: Joey Szela