At the time of meeting Meek Mill, there was a huge amount of anticipation surrounding his sophomore album, Dreams Worth More Than Money. When I first pitched him concepts I wanted to make sure they were all completely preposterous to live up to the hype of the album. When he agreed to building the campaign around a metaphor filled oil renaissance painting, I was skeptical.
The opening track "Lord Knows" is a perfect soundtrack to the unbelievable large scale oil painting by Gustavo Rimada. In an effort to showcase the dramatic intersection of success, religion and death, I asked Gustavo to take the idea of the hip hop mixtape cover into an artful and museum like space.
Unfortunately Meek ultimately went in a different direction for his cover, which I had been absolutely anticipating. I don't hold against him at all and don't think it was the worst decision of his career.
Photography: James Dimmock
Additional video direction & editing: Chris LaPointe
Meek Mill // Dreams Worth More Than Money
Source – https://vimeo.com/202309891