J. Cole featuring Miguel
The video, co-directed by Nabil and Mike Piscitelli, was filmed on location in J.Cole’s hometown of Fayetteville, North Carolina and features his actual childhood friends as the main cast. J.Cole served as creative director, working closely alongside Nabil and Mike on every aspect of the video, from the treatment and concept to the art direction and final edit. The video, which is drenched in a washed out, moody color palette and draws from the New American landscape, features a lovesick J.Cole expounding upon an unrequited love. ”No R&B singers were harmed during the making of this video,” says J.Cole.