When Tiggs Da Author released his potent and unifying single in the summer of 2020, it was not just a catchy tune but an eloquent protest, written in the aftermath of the BLM movement. With a call for unity and empowerment, the accompanying pop promo video held equal significance. The artist and his record label, Alacran Records, turned to the creative expertise of JAM Creative to bring this vision to life.
This project was particularly poignant as the shoot was set to take place in Tiggs Da Author's home country, Tanzania. However, the intricacies of the COVID-19 pandemic and the resulting lockdowns meant that JAM's production team couldn't physically be on location. The innovative solution was to orchestrate the shoot remotely from the UK and collaborate with local production crews in Tanzania, led by the talented photographer and content creator, Rachel Ambrose.
Spanning over a week and utilising both ground and drone filming, the shoot became a journey across the heart and soul of Tanzania. From the breath-taking Serengeti plains, where scenes were captured with the Masai tribespeople, to the mesmerizing salt flats of Lake Natron in the north, and to the vibrant city of Dar es Salaam in the West, every location added depth to the video's narrative.
The climax of the shoot took place under the majestic gaze of Mount Kilimanjaro, Africa's highest peak. Throughout the journey, over 200 extras were involved, and the local communities' enthusiasm and support breathed life into every scene. The collaborative spirit was evident as the production team was met with open arms and a readiness to contribute.
The outcome was a powerful pop promo video that transported viewers into the heart of Tanzania's stunning landscapes, rich cultural heritage, and the warmth of its people. JAM Creative's remote orchestration and Rachel Ambrose's local expertise converged to create an impactful visual story that aligned seamlessly with the song's message of unity and empowerment. In addition to the pop promo, JAM also developed a series of special edition covers for the single release.
This collaborative triumph not only showcased Tiggs Da Author's powerful music but also demonstrated the strength of creative innovation in the face of challenges. By transcending geographical limitations and blending talents from different corners of the world, JAM Creative, Tiggs Da Author, and the local Tanzanian crews created a visual masterpiece that stood as a testament to the enduring spirit of collaboration and artistry.