archie - Dysfunctional
Music Video 2024
After having a lemon thrown at him, archie has just the most dysfunctional day ever. The goal
This was the first music video that I had directed for archie.
He wanted something poppy, fun, and thematically resonant with the song’s discussion of dysfunctional relationships.
the process
I shaped a story around archie playing a character with dysfunctional relationships—not just romantically, but in every facet of his life.
I worked with DP Steven Zeng to shape a visual language that felt dynamic and warm.
the result
The music video and other content we filmed was posted on archie’s social media.
As part of the trilogy of music videos that I directed for archie, it was featured in this Broadway World article.
