Joyner Lucas confronts his daily struggles with ADHD and the pressure to fix everything with medication in his new video for “Revenge Intro/ADHD.”
Lucas co-directed the clip with Ben Proulx, and the video opens with a jarring scene in which Lucas spits the furious bars of “Revenge Intro” while standing outside a pharmaceutical facility with a bomb strapped to his chest and a SWAT team bearing down on him. The timer on the bomb hits zero as “Revenge Intro” ends and the clip jumps to find Lucas waking up for the day as “ADHD” begins.
The “ADHD” portion of the video uses the magic of green screen to show Lucas in an array of scenes, where the quotidian aspects of daily life — going to school, eating dinner, going grocery shopping — are marred by the constant pressure to quell his ADHD with pills. The only respite Lucas seems to get is when he takes the stage to perform live near the end of the video, although in the final moment of the clip, he does reluctantly take his medication before going to sleep.
“I shot the video in Massachusetts at a huge warehouse building,” Lucas said of the clip. “I had the idea to be in multiple places at one time to mimic how my brain works. When I was younger my mind was all over the place. When I grew up I learned how to contain it but still find myself wandering off. I wanted to create a visual of what that may look like. If you pay attention you can see the video is filled with tons of people pressuring me to take prescription pills as I refused. In the end, I ended up taking the pill and falling asleep. My director Ben Proulx and our film company project 2 really helped put it together. This video was shot in one take behind a green screen and a motion track that followed me in circles. I always wanted to do a one-take music video and this was the perfect opportunity.”
Lucas released “ADHD” in September and the song is set to serve as the title track to the rapper’s next project. A release date has yet to be announced, although it’s expected to feature previously released tracks “I Love,” “ISIS,” featuring Logic, “Devil’s Work” and “Broke and Stupid.”