French Montana x Deezer
Client: Deezer (London)
Role: Director & Producer
Project Type: Short-form documentary
Client: Deezer (London)
Role: Director & Producer
Project Type: Short-form documentary
Deezer’s London creative team was developing a global series spotlighting how artists’ early environments shaped their music. For the U.S. installment, they tapped me to direct and produce a film that traced Grammy-nominated artist French Montana back to his Bronx roots.
The creative challenge was to capture authenticity within tight timelines and international coordination — honoring both Deezer’s brand voice and French’s unfiltered connection to his community. As a native New Yorker, I translated that story visually, grounding the piece in the textures, rhythm, and warmth of the Bronx that continue to influence his work.
From initial concept through final delivery, I led creative development, on-set direction, and post-production, collaborating closely with Deezer’s agency partners overseas. The result is a short-form documentary that bridges cultures and perspectives — a portrait of an artist whose local story resonates on a global scale.
