I’ve enjoyed Fat Joe’s music before doing the Roc-Away on the floor in 2004, so when I found myself prepping my cameras next to the accomplished Hype Williams, the director of Mr. Joe Crack’s newest video “Pride and Joy,” I thought the day couldn’t get better.
The mood was very relaxed on set as Hype, Joe, and Kanye West caught-up and told stories from year’s past. Suddenly, the calm was thrown into full throttle as Busta Rhymes stormed onto the sound stage on his way to the airport. Paying his respect to the song, he jumped in front of the A-camera (Sony F65 – such a beautiful camera) for his cameo appearance, nailed the performance, and flew out the stage door with the same intensity as his intro five minutes earlier. As the day progressed, Hype and his crew easily moved through the shot list for the day… a line-up that included Ashanti, DJ Khaled, Jadakiss, Miguel, and Roscoe Dash.
I used my Canon DSLRs, a Glidecam x-22, and a Sony EX3 to capture the behind the scenes footage for the video. The sunset intro shots of NYC were captured with a GoPro Hero mounted to a taxi on my way home to Brooklyn. My post-production was done entirely on Final Cut and I used Magic Bullet for my color correction.
I hope you enjoy the video.