Objective:

Shavo Odadjian, the renowned bassist of System of a Down and founder of North Kingsley, set out to create a music video addressing the powerful and sensitive issue of underage violence. The project required a creative approach that could convey the emotional depth and gravity of the subject while maintaining Shavo’s distinct artistic vision and cinematic style.

Goal:

Collaborate closely with Shavo to craft a music video that told a meaningful story through powerful imagery and emotional performance. The goal was to create a piece that was both visually compelling and socially resonant, capturing the intensity of the message in a way that would engage and move audiences.

Result:

Pun had the privilege of working alongside Shavo to bring this vision to life, contributing creative direction and production insight to help shape the visual narrative. The collaboration resulted in a bold and thought-provoking music video that tackled the issue of underage violence from a deeply personal perspective. Working with Shavo was an inspiring experience, and it’s no surprise that his visionary approach continues the legacy of System of a Down’s reputation for groundbreaking and socially conscious music videos.