Hip Hop Awards 2024: Dave Free Wins Video Director of the Year

Dave Free has solidified himself as one of the most innovative and visionary directors in the entertainment world, recently winning Video Director of the Year alongside longtime collaborator Kendrick Lamar at the "BET Hip Hop Awards."

Known for his work at pgLang, the multimedia company he co-founded with Lamar, Free has continuously redefined what it means to merge high-concept art with commercial success. His direction blurs the lines between music, fashion, and branding, making him a leading figure in the new wave of video production. Four of his strongest accolades include co-founding pgLang, his award-winning collaboration with Kendrick Lamar, directing major campaigns for global brands like Chanel, and working with some of the biggest names in hip-hop and fashion.

In this stunning campaign for Calvin Klein, Dave Free demonstrated his ability to merge minimalism with deep storytelling. The video, featuring a single model in a dimly lit room, emphasizes simplicity while creating an emotional narrative. With sharp cinematography and a seamless use of lighting, Free managed to convey themes of solitude and self-reflection within a commercial framework, showcasing his unique vision for fashion advertising. This campaign cemented his role in bridging the gap between high art and mainstream marketing.

This project for Cash App stands out for its edgy, vibrant approach to promoting fintech. Free’s direction brought a sense of cool, grounded energy to a traditionally mundane subject—money transfers. Through quick cuts, clever framing, and a playful tone, Free transformed this ad into a cultural moment, blending humor and relevance that appeals to younger audiences. His creative ability to elevate branded content into something much more dynamic and engaging further sets him apart in the industry.

Not Like Us is another example of Free’s knack for taking simple concepts and turning them into highly engaging visuals. The video is surreal yet grounded, combining experimental effects with a clear narrative. Free’s use of contrasting colors and sharp angles helped create a visually stimulating experience, underscoring his ability to push the boundaries of conventional music videos. The project, with its avant-garde feel, is a testament to his versatility and understanding of the evolving visual language in media.

Directing a collection for Chanel’s haute couture line is no small feat, and Dave Free brought his signature avant-garde flair to this high-fashion showcase. The video exudes elegance with sharp, high-contrast shots that highlight the exquisite detail of each piece. Free’s direction accentuates the artistry of the garments, while also incorporating modern, unexpected elements that give the collection a fresh, contemporary feel. By blending timeless fashion with cutting-edge cinematography, Free has demonstrated his ability to appeal to both traditional and modern audiences.

Free’s work on ScHoolboy Q’s Numb Numb Juice is a masterclass in frenetic energy and visual creativity. The video is fast-paced, chaotic, and filled with eye-catching imagery, perfectly complementing the intensity of the track. With tight framing, aggressive cuts, and an unpredictable narrative, Free created a visual experience that mirrors the song’s raw power. This project became one of the most talked-about videos of its time, further solidifying Free’s reputation for pushing boundaries in hip-hop visuals.