The Brief

To deliver a groundbreaking music video for Man on the Moon’s track, "Apathy," that transcends the traditional music format. The core requirement was to not just illustrate the lyrics, but to powerfully embody the song’s theme: the paralyzing social and emotional numbness induced by mindless social media consumption. The final video needed to be a visceral, self-aware critique of the very platform it was designed to live on, demanding a concept that was both highly creative and deeply resonant with contemporary cultural anxieties.

Challenges & Approach

The primary challenge was translating the abstract concept of apathy and "doom scrolling" into a coherent, yet deliberately fragmented, narrative world. As the Creative Lead, my approach was to employ World-Building and Creative Deconstruction. I meticulously crafted four satirical influencer archetypes and their distinct 'worlds' (e.g., Podcast Setup, Balcony) using an exhaustive pre-production docket. Crucially, a Vertical Film format was selected to trap the viewer in a hyper-realistic feed, simulating the doom-scroll experience. This was amplified by incorporating a full range of branded, custom props (e.g., Apathy Whiskey, Apathy Testosterone Pills) to visually cement the idea that apathy itself is a commercial, consumable product.

The Result

The music video is a bold, visually arresting artifact that functions as a self-contained cinematic critique. My role as the creative bridge was instrumental in taking the artist’s theme and building an entire, unforgettable universe around it, pushing beyond the limits of a standard music video brief. The decision to make it vertical and the seamless integration of a detailed descent-into-madness arc for all characters created an outcome that the client and audience considered "before its time."