Promonews - 12th Feb 2020

Maxime Quoilin makes a notable start as a fully-fledged music video director for Meek Mill's collaboration with Justin Timberlake, weaving their performance with a powerful story of personal redemption.

Quoilin has built a reputation across disciplines, from photography and graphic design to creative direction and moving image across fashion, commercials and live music tours - including Beyoncé's Formation tour.

Now he is taking the next step, with his video for Believe employing an old-school structure, separating the artist performance from the narrative. What is not old-school is how this story of hope is delivered in a gritty, hard-hitting fashion: after witnessing her father's arrest, a young woman turns to drugs, overdoses and almost dies. Her slow but determined recovery leads her to the boxing ring, and a reunion with her father.

The video is Quoilin's first since joining Good Company in the US, and becoming represented for commercials by FAMILIA and Lock It In for promos in the UK.


"I'm really excited to put this one out. I've worked on a whole range of creative stuff for music artists, but to finally tackle directing and doing music videos is awesome.

"It was interesting to do something a bit more narrative which isn't often the case for hip-hop music videos. We shot entirely on film so that was a completely different way to operate that I'm used to. I feel blessed I get to learn from extremely talented people around me while doing what I like, it's still astonishing to me."

PRO Credits


DirectorMaxime Quoilin
ProducerStacey Lynn
Production CompanyGood Company
Executive ProducerBrian Welsh
Executive ProducerRyan Heiferman
Executive ProducerRalph Miccio
Director of PhotographyWilliam DeSena
Art DirectorAlexis Johnson
WardrobeAlexis Johnson
EditorMaxime Quoilin
ColouristRon Sudul
Grading companyNice Shoes

Promonews - 12th Feb 2020

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