Big Sean - Precision

JUL 01 2024 · 12:00

Big Sean - Precision (2024) Director: Onda Era: Post-Pandemic Hip-Hop Renaissance (2023–2024) - Lead single era marking Big Sean's return after a two-year solo hiatus, signaling a new creative chapter ahead of his sixth studio album Better Me Than You on Def Jam Recordings. High curatorial value as a confirmed lead-single release document for a major-label legacy artist's comeback era. The video is notable for its award-winning direction (YDA Gold), its technical green-screen and graphics innovation on a mid-budget production, and its role as a visual manifesto for Big Sean's artistic reentry. Serves as a primary source for 2024 hip-hop visual culture and emerging director studies. Context: Released March 22, 2024, 'Precision' marked Big Sean's first solo single in over two years and served as the lead single for his sixth studio album Better Me Than You on Def Jam Recordings. The video arrived at a moment of renewed cultural appetite for 2010s-era mainstream rap legacy artists reclaiming space in a streaming-dominated landscape. The track samples Three 6 Mafia's 'Poppin' My Collar', itself built on Willie Hutch's 'Theme of the Mack', bridging Southern rap heritage and contemporary Detroit identity. The release was accompanied by a personal vlog titled 'Clarity,' framing 'Precision' as a deliberate, intentional artistic re-entry rather than a reactive comeback. Director notes: Directed for ProdCo and Freenjoy; filmed in Los Angeles. The production was Onda's second use of green-screen composite techniques, with DP Iain Trimble co-solving the NERF action sequences. The paper/graphics segment was a production first for the director, executed by a dedicated graphics team. Production Designer: Eric 'Finn' Hersey. Artist Wardrobe: Van Van Alonzo. The video employs a theatrical multi-vignette structure with rapid wardrobe changes and constructed set pieces, synchronizing visually with the track's rapid-fire lyrical cadence. Won YDA Gold, Music Video category.