THE GREAT DIVIDE
In partnership with two-time Grammy-nominated artist Noah Kahan, we wrote and creative directed the original music video for The Great Divide,
the first single from his highly anticipated new album, premiering it during the Grammy Awards to 14 million viewers.
A music video that
rewards devotion.
We planted a social challenge into the fabric of the video itself, tapping
into the co-creative dialogue between artists and their fandom.
Hidden across the set design, props and background details were nearly
20 intentional Easter eggs, some rooted in Noah’s past discography,
others teasing what’s ahead.
From Music Video to Fandom Phenomenon
The music video became a storytelling engine inside the fandom,
sparking hundreds of organic UGC videos as fans dissected every frame,
debated theories and shared narratives across TikTok, Reddit, Twitter,
Youtube and Instagram.