There are few things more powerful than watching thousands of people react in an uproarious bellowing scream of euphoria to visuals created by a team you spend everyday of your life with. Even just living vicariously through our directorial team (The RiTE Brothers), from my vantage point was one of the high points of my career as an executive producer.
It began with a few simple conversations between Justin Dombrowski and Colin Quinn [2/3 RiTE Brothers] and Ebonie Ward [Freebandz]. We learned Future was going on tour with Drake and was in need of some ground-breaking visuals to accompany him on stage. Immediately, the RiTE Brothers got to work brainstorming ideas and spending days locked in their edit suite assembling mood boards of different images speaking to the overall vision. The floor was literally engulfed in a monsoon of photo paper scraps.
“We had this running theme of this desolate land that Future was going to… and as he was performing his songs, he would visit these worlds that were all their own ideas and interpretations of the music.”
Justin Dombrowski (Director, DP)
The next step was assembling the budget, which Sam Green (Producer) began immediately after the creative vision was fleshed out.
Next, we pitched the concept to Future as he was taking a quick break from a recording session at Triangle Sound Studios. The man his a true work horse, always in the studio. His eyes meticulously scanned the visuals, muttering “this shit go hard” as he envisioned the stage experience. Future is extremely conscious of his brand and knew exactly what concepts he wanted to keep and the ideas he wanted to lose. Having worked with him for many years, he trusted us to deliver a visual experience that is authentic to him as an artist and rap icon.
Once the project was green lit, we hit the ground running. With multiple cities, months of planning, production and post, the logistics of this project was one of the greatest undertakings we’ve attacked as a company. We had a tight deadline to create content for an hour-long set which would also be broken down into 7 autonomous music videos. Along with being the directors, The RiTE brothers were also the lead editors, spending hundreds of man hours experimenting with different postproduction workflows to create this unique 13 screen live experience. Ultimately, the project was a massive success!
The biggest payoff for me, personally, was attending the show in Atlanta, seeing the visuals I had personally witnessed being created by our team, our gear and our motion control robot being played back in a massive stadium packed with thousands of screaming fans before my very eyes. The energy was so powerful, there is no feeling like it on earth. I am so grateful to have played a small role in this process and could not be more proud of my RiTE Family. We are all very excited to continue this journey of creating powerful live visual experiences for many years to come.