A story of struggle and triumph between a beleaguered man and his daughter takes center-stage in Meek Mill’s latest collaboration with Justin Timberlake, “Believe,” directed and edited by Good Company’s Maxime Quoilin. In the video, when 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 in his stead, driven by Timberlake’s hymn-like chorus and Mill’s verse.
Nice Shoes colorist Ron Sudul balanced the at-times monochromatic shots of the artists with the cinematic narrative at the center of the video, shot on 16mm, to accentuate the film and match the story’s intended tone.
Quoilin said, “The whole process was a great experience. 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 postproduction was fun too, and it’s incredibly rewarding to discover footage after the shoot all at once. The experience with Nice Shoes and Ron was very smooth, and they were able to accommodate us super last minute like it’s usually the case in the music video world.”
