Ovrkast
x JD
COMPANY JD Sports
TALENT Ovrkast
LEAD ART DIRECTOR Sonia Seguin
VIDEOGRAPHER Joshua Boles
VIDEO EDITOR Matt Mooney
PHOTOGRAPHER Rodini Banica
ART DIRECTOR Blaine Donnelson
BRAND CREATIVE DIRECTOR Ryan Kohn
BRAND SENIOR CREATIVE DIRECTOR Jeremie Dunning
DIRECTOR OF BRAND Brandon Edler
ObjectivesThe ask was to introduce the JD x Ovrkast partnership in a way that felt authentic to him and his creative process, while creating a distinctive, social-first announcement that could quickly capture attention and establish the visual world of the partnership.
ConceptI built the concept around Ovrkast’s sampler-driven process, turning the studio into a visual control room that connects the work behind the music to the moment it comes to life.
As he triggers the sampler, screens and tiles around him come to life with fragmented footage from his festival performance, occasionally pulling him into the live environment itself. A lo-fi edit and glitch effects add to the raw, experimental feel, creating a visual connection between the hours of practice and experimentation and the energy of the final performance.
ProcessI took the concept from initial brief through final edit, developing the visual approach and planning the shoot through detailed storyboards and a shot list. I worked closely with the studio team to build and capture the plates needed for the post-production treatment, then directed Ovrkast on set to bring the concept to life. From there, I worked closely with the video editor to communicate the vision and guide the final piece as the concept came together in post.
