Demon

This is the directorial debut for Mike Gentile and his first music video production with LiFi Media Production. Fresh Da Zoe contacted our production agency looking for a "movie-like" music video. After having made numerous low-budget music videos, Fresh was looking for something...well, Fresh. We worked with Fresh to come up with the concept and story as it relates to his song and his real life experiences. Here is how it was explained to me.

They call him (Fresh Da Zoe) a Demon because he has no emotion, has no reaction to shocking things that would terrify a normal person. Having grown up on the streets of Haiti he has seen countless horrors, murders, dead bodies, etc. So much so that they would say he has no heart...

From this we developed the story of him being abducted by a rival gang. The gang boss wants Fresh's heart as evidence that he's out of the picture, but when they cut him open they discover he doesn't have a heart. The Demon sits up as the music video begins. At the conclusion of the video we catch back up with Fresh Da Zoe as he and his crew have tracked down the individual who kidnapped him. While the tough gangster begs for forgiveness Fresh isn't phased and executes his rival. As he walks away for a split second we see the "Demon" in his eyes.