The Great Divide
In partnership with two-time Grammy-nominated artist Noah Kahan, we wrote and creative directed the original music video for The Great Divide, the first single from his highly anticipated new album, premiering it during the Grammy Awards to 14 million viewers.
My team and I had just over a month to write a 6-minute music video, creative direct the production, and weave a full fan engagement layer into the final piece to make our deadline for the Grammys.
A music video that
rewards devotion
We planted a social challenge into the fabric of the video itself, tapping into the co-creative dialogue between artists and their fandom.
Hidden across the set design, props and background details were nearly 20 intentional Easter eggs, some rooted in Noah’s past discography, others teasing what’s ahead.
The music video became a storytelling engine inside the fandom. sparking hundreds of organic UGC videos as fans dissected every frame, debated theories and shared narratives across TikTok, Reddit, Twitter, Youtube and Instagram.
