This was a concept for the Jay Z music video 99 Problems, or as we called it in the studio the Type Remix.

In a market saturated with eye candy and very little concepts, I wanted to strip down the music video to what was important; the lyrics. By using only words and pure typographics, I can convey the narrative in a unique and interesting way. The letterforms create a visual scene and evoke the story without using expensive cars, platinum jewelry, or the expected “bling.”

The objective for project was to make type talk, to tell the story of the music using only typography. The audience for this piece is anyone who appreciates this type of music, or someone who has a love for typography, or both. By remixing The Beatles with Jay-Z, this song takes two things that normally don’t go together and makes them beautiful. I want to take equal portions of classic typography and a current mash-up, and mix, or remix rather, until smooth.

This piece won the typographic design category
in 365: AIGA Annual Design Competitions 26.