Four months ago F*CK THAT THIS THE RHYTHM dropped — a LOUD, DIRTY, RAW, UNASHAMED, FUNKY, HIP-HOP statement album by Nory, which I had the pleasure of creative directing. Between live shows, countless shoots, listening parties, and crossing paths with so many authentic voices along the way, it’s been an invigorating journey I’m proud to be part of.
Nory and I first grew close while shooting my film Killing A Vice. Since then, we’ve been sharing work, ideas, and a constant urge to collaborate again.
About six months ago, during pre-production for São Paulo, New York — where he once again plays a kind of prophetic rapper — he showed me early demos of the album. “We locked ourselves in the studio and did what we felt we had to do. No genre, no structure, no tonal restrictions. Just a giant jam session where the band and I pushed ideas as far as they could go,” I remember him telling me. I immediately knew that it was something special and unique.
A few weeks later, he played me the full album. What followed was a caffeine-fueled rush of ideas: monochromatic grit, dirt, live show under the overpass by Purgatory, saturated graffiti, a collision with polished, shiny, MTV-era imagery. Over the next few weeks, we went on a journey trying to understand what the album wanted to be.
“The look should feel like Iggy Pop, but hip-hop, baggy-pants, grunge-rocker, tribal-face-paint, ready-for-war energy.” Huge thanks to
@dreamrack_ for translating that chaos into a real, living look.
The album became a collage of the past aimed straight at the future — with a strong political, cathartic, and chaotic spine. This process was an exercise in character exploration and creative freedom: embracing limitations, ignoring rules, and protecting our weird, distorted, ambitious vision at all costs. We hope that energy lives not only in the music, but in every frame of the visuals.
Thank you
@noryaronfeld and incredible band
@odd.jord.music @skipalicious @soundsbycatt for trusting me with your music. And huge thanks to
@ari.kantor @ella.braff @ckfilmsny @ethanfelizzari and to all the extras/dancers/moshpiters.
All visuals produced, directed, and shot by
@dut.mac
@guarana.films 
