In a recent interview with Vibe, Alexandre Moors briefly details the theme and creative process involved with the making of Kendrick Lamar‘s conceptual video for “i.” As half of the directing team behind this groovy, uplifting production, Moors interprets K. Dot’s powerful message behind the video’s main scene:
Can you explain why Kendrick is running through the streets in the video?
The main feeling of the song is how to overcome doubts, fears and pressures – and how one can drown from personal feelings. The concept of the video is Kendrick waking up the people. He’s doing it for himself and others. That’s why the people are following him. I was trying to find the right tune. I didn’t want it to be a happy-go-lucky video.
Speaking on the rapper and his label’s involvement with the production process Moors says:
Kendrick was very involved in the process. I worked with Dave Free — and The Little Homies (Dave Free is TDE’s president). Dave had great input. And, they wasted no time. It was a straightforward process — a very instantaneous process. The only thing that I was worried about was fitting all of their concepts into one video. They had so many ideas that we could have did about five or six videos.