Atlanta-based Christian hip-hop artist Lecrae, known for music with an unabashed edginess that challenges the church to live up to its potential, has turned out this music video for the single “Spread the Opps” from his mixtape Church Clothes 4.
The video was directed by Ray Neutron via production company Institute (sister company of Girl Culture Films).
Throughout the video, viewers are exposed to a kaleidoscope of arresting vignettes inspired by moments of exploitation from Lecrae’s life and career. The vignettes range from a diner scene paying homage to Goodfellas’ iconic betrayal moment between Henry Hill (Ray Liotta) and Jimmy Conway (Robert De Niro), to a poignant recreation of James Baldwin and Nikki Giovanni’s A Conversation (1971). Lecrae also reads a burning newspaper, symbolizing the numerous controversies of American life which he has explored in his artistic career.
Also based in Atlanta, director Neutron shared, “’Spread the Opps’ feels like equal parts imprecatory psalm, personal excavation, and charitable warning— a final act of diplomacy. I found myself interested in his inner turmoil and specific inflection points on his journey of realization, how these experiences reverberate outside of Lecrae the individual, and their broader implications in society.”
Credits
Music Video Artist Lecrae Production Company Institute Ray Neutron, director; Matt Shonfeld, managing director/partner; Tori Palmatier, exec producer; Jessica Zerby, producer; Tara Ansley, line producer; Brandice Lawson, assistant director; Alejandro Ramos, DP; Timothy Kelly, production designer; David Luse, location manager; Tyler Bradley, 1st AC; Jeffrey Tidwell, 2nd AC.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More