Techniques
CGI Visual effect Post production
Motion design
Kendrick Lamar has always built his albums around a strong, personal message. Over time, his voice has become more mature and introspective, exploring Black identity, spirituality, generational trauma, and personal responsibility. Fame plays a central role in this reflection: it turns the man into a symbol, gradually erasing the young African American born in Compton behind a national figure shaped by America.
STRATEGY
The album Property of U.S.A is paired with a partnership with Chanel, where Kendrick acts as creative director. The contrast between his Compton roots and the world of luxury strengthens the theme of assimilation and identity transformation. By taking control within the industry, he shifts from being a symbol to shaping his own image, while a minimalist aesthetic underscores the tension between success and loss of identity.
Property of U.S.A - Fictional project
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PARIS, FRANCE
