He made the prediction to Sway on the Grammy red carpet last month, and after checking out the clip, the Colin Tilley-directed visual surely lives up to the hype.
The clip opens with Cole sitting in a hotel room, rapping about his upgraded lifestyle as a number of video cameras capture his every move, from every angle. In the next room, there’s a singing Missy Elliott. Though she notched her biggest hits when Cole was just a teen, the MC told us having her perform on the song’s hook was a dream come true.
“Man, just to have Missy on that set and to see her singing the song that I wrote,” the Roc Nation rapper said. “It’s Missy, I don’t think people really understand. That’s my era, and how I look at her and how creative she is and her and Timbaland and the things that they did — that was a beautiful moment right there.”
The new video is drastically different from Cole’s “Work Out” and “Can’t Get Enough” videos. All of the previous clips from his debut album come off as simple slices of life: In “Work Out,” the rapper hits a house party to find the object of his affection and on the Trey Songz-assisted “Can’t Get Enough,” he frolics on a Caribbean beach with a number of models … and Rihanna.
Tilley employs a series of clever animations to move the song’s narrative. For instance, after Elliott sings the line “we rock the boat, Poseidon” on the hook, a number of Claymation-style figures jump off of a model ship. The video director also uses broken letters from a computer keyboard to spell out the song’s lyrics and then flashes them onscreen on cue.
On the second verse, Cole, who used to go by the moniker the Therapist in his underground days, sits in a smoke filled doctor’s office spilling his guts about his woman problems while Missy plays psychiatrist. Elliott’s diagnosis? Nobody’s perfect, of course.
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