Kendrick Lamar DNA

Reflecting the song’s underlying themes of duality and self-awareness within the Black community, the video is set in a surreal interrogation room. Lamar and the interrogator (cameo by Don Cheadle) begin the story as adversaries, yet once linked by the truth-telling polygraph, they merge into a single voice, trading off verses. The handcuffs that once restrained Lamar, set him free.


Director: Nabil
Agency: Optimist
Production Design: Tino Schaedler


Art Direction – Branding – Design – Digital Design – Motion Graphics – Signage & Wayfinding