Flo Milli — Early Music Video Catalog

Role: Creative Director

Company: RCA Records / Sony Music Entertainment

Challenge: Translate a viral social media phenomenon into a legitimate visual brand within the competitive female rap space. Flo Milli arrived with organic viral momentum and a deeply specific aesthetic rooted in her Alabama upbringing and internet-native fan community. The task: direct her first music videos to crystallize her artistic identity, legitimize her presence among established peers, and build a visual foundation for her career — all on a micro-budget demanding maximum creative ingenuity.

Creative Leadership & Approach: Collaborated closely with a young, emerging artist to authentically translate her personality, aesthetic sensibility, and community connection into visually distinctive music video treatments. Championed resourceful creative production — developing treatments that maximized visual impact through strong art direction, styling, and concept rather than budget. The resulting videos established Flo Milli's signature visual language and contributed to her rapid ascent as a breakout star in female rap.

Deliverables:

• Music video treatment development & writing

• Creative direction & on-set direction

• Casting creative direction (talent, extras, cameos)

• Styling & wardrobe creative direction

• Location scouting creative oversight

• Art direction & production design consultation

• Post-production creative supervision (edit, color, VFX review)

• Photographer & behind-the-scenes content creative direction

• Social media rollout assets creative direction

• Teaser/trailer editing creative oversight