Mike Carson on Creative Directing the Super Bowl Halftime Show, Mentorship with Virgil Abloh, and the Art of Music Videos

Summary:

Mike Carson, a multidisciplinary creative director and designer, discusses his journey and creative process, including co-creative directing Kendrick Lamar’s Super Bowl Halftime Show and his mentorship with Virgil Abloh.

Kendrick Lamar performs during the Super Bowl LVI Halftime Show [ 00:03:39 ]

Role as a Multidisciplinary Creative [0:02]

Mike Carson identifies primarily as a director, secondarily as a designer.
His work spans various media:
- Short-form media (commercials, music videos).
- Designing live and in-person experiences (concerts, TV shows, experiential events).
- He applies filmmaking processes to different mediums.

Creative Direction of Kendrick Lamar's Super Bowl Halftime Show [0:00][3:00]

Carson was the co-creative director and production designer, working with Kendrick Lamar and Dave Free from PG Lang.
The goal was to create a "12-minute music video" experience, prioritizing the camera's perspective for a global audience of over 133 million viewers.
Process Breakdown [8:30]
- It began with conversations with Kendrick and Dave Free to establish themes, focusing on rudimentary, childlike shapes as visual elements.
- Initial ideas were sketched on paper (triangle, circle, square) and then developed into 3D concepts.
- Collaboration with art directors and render artists was crucial to actualize and refine ideas, going through "100 times" of revisions.
- Kendrick Lamar on a car on the stage [ 00:00:10 ]
- Kendrick Lamar performing in a cage during the Super Bowl LVI Halftime Show [ 00:03:36 ]
Rehearsal Challenges [10:13]
- Rehearsals in LA were interrupted by fires, forcing the team to adapt quickly.
- Choreographer Charm La'Donna played a key role in bringing the show together under pressure.
- Mock-ups of the stage were used in LA rehearsals to try different song sequences and ideas.
- Kendrick Lamar surrounded by dancers forming a circle on stage [ 00:10:38 ]
Show Execution [10:52]
- Limited time on the actual Super Bowl field in New Orleans required extensive preparation.
- Calculations for moving performers, like forming the American flag, involved precise math and coordination.
- Dancers on stage forming the American flag during Kendrick Lamar's Super Bowl Halftime Show [ 00:03:40 ]
- The team focused on a non-traditional presentation, incorporating theatrical elements like Samuel L. Jackson's appearance and using dance and sound design for storytelling.
- Samuel L. Jackson in Uncle Sam attire during the Super Bowl Halftime Show [ 00:07:59 ]
- Post-rehearsal editing sessions, often until 2-3 AM, were critical for refining camera shots and timing.
Personal Experience [12:02]
- Carson chose to watch the show from the field, observing the jumbotron to ensure the live broadcast matched the planned vision.
- His multidisciplinary background, especially in editing, helped in effective communication with the production team.
- Kendrick Lamar on stage with dancers in front of a giant American flag [ 00:01:39 ]

Working with Virgil Abloh [13:37]

Carson met Virgil Abloh early in Chicago through a mutual friend working at RSVP Gallery.
Virgil noticed Carson's filmmaking talent after seeing a music video he shot for Big Sean.
Mike Carson with Virgil Abloh [ 00:01:10 ]
Impact of Mentorship [17:30]
- Virgil served as Carson's "college," teaching him to be curious, unafraid to try different things, and treat people well.
- He learned the importance of getting hands-on, with Virgil often designing and creating artwork on his laptop.
- Mike Carson's Instagram tribute to Virgil Abloh [ 00:16:06 ]
- Virgil made the "multi-hyphenate" career path mainstream and attainable, showing that one could be an architect, designer, director, and entrepreneur simultaneously.

Filming Kanye West and Jay-Z on the Watch the Throne Tour [18:30]

At 19, Carson filmed a behind-the-scenes documentary for the Watch the Throne album and tour.
This experience was a "crash course" in collaboration, witnessing top creatives like Ricardo Tisci, Spike Jonze, and Chris Rock working together.
- Kanye West and Jay-Z performing on stage [ 00:18:46 ]
- Jay-Z working on a laptop in a studio setting [ 00:18:47 ]

Staying Inspired and Creative [20:00]

Big Sean, a long-time collaborator and "muse," asks Carson how he stays inspired across diverse projects without getting drained.
- Big Sean giving a voice message on screen [ 00:20:20 ]
Inspiration Sources [22:53]
- Inspiration primarily comes from deep conversations with artists or brands to understand their goals and references.
- Carson is an avid researcher, constantly filling his mind with books, museum exhibits, movies, and music.
Creative Process Tools [23:44]
- He uses "brain dumps" in tools like Keynote or Google Slides, creating 20-100 page presentations with contextual imagery, questions, and statements.
- He utilizes mind-mapping software (like Figma or Miro) to organize thoughts and visual references.
- Mike Carson's laptop screen showing mind-mapping software with reference images and notes for a project [ 00:33:12 ]
Energy Levels After Projects [24:24]
- Carson experiences a mix of depletion and fulfillment.
- The instant gratification of seeing audience reactions in live settings is a major source of fulfillment.
- He is learning to find balance, caring about his work but not allowing it to completely drain him.

Directing Music Videos [25:19]

Influential Directors and Videos [25:39]
- Hype Williams: admired for setting stylistic trends and creating the blueprint for rap and R&B videos.
- Chris Milk: known for innovative work with Kanye West ("Touch the Sky," "All Falls Down").
- Spike Jonze: appreciated for disrupting the glossy industry and his creative approach.
- Mark Romanek: his video for Jay-Z's "99 Problems" is considered the best rap video ever by Carson.
- Mark Romanek's 99 Problems music video still with Jay-Z [ 00:25:54 ]
- Chris Milk's Touch the Sky music video still with a rocket launch [ 00:26:04 ]
- Spike Jonze's Sky's the Limit music video still with a child playing bass [ 00:26:14 ]
- Hype Williams' The Rain music video still with Missy Elliott [ 00:26:29 ]
First Big Budget Video: Big Sean's "Dance (A$)" Remix ft. Nicki Minaj [27:12]
- Initially, the budget was $30,000, which felt massive at the time for 19-year-olds.
- The first shoot without Nicki Minaj didn't yield enough usable footage.
- The inclusion of Nicki Minaj prompted a second shoot with an expanded budget, requiring them to quickly develop new ideas and make up for initial shortcomings.
- This experience taught him the importance of a great team, proper staffing, and being confident but also "delusional" enough to take on big challenges.
- A still from Big Sean's Dance (A$) music video with Sean in a crown chair [ 00:28:40 ]
- A still from Big Sean's Dance (A$) music video featuring Nicki Minaj [ 00:28:42 ]
The Art of Music Videos [38:00]
- Carson believes music videos are a "lost art" but are more relevant than ever in the age of short-form content.
- They are an excellent resource for aspiring directors due to their typically lower budgets and fast-paced nature, allowing creatives to learn on the job.
- His advice: "Just create, just make stuff... it is the best practice."

Mike Carson's Design Process and Essential Tools [31:15]

His process always starts with an idea, which he develops on his laptop.
He uses various digital tools:
- Notes apps (like Apple Notes, Notion) for initial thoughts.
- Mind-mapping software (Figma, Miro) for organizing ideas and visual references.
- Logic Pro for sequencing songs and audio.
- 3D sketching tools for early conceptualization.
The laptop is his "gateway to the world," essential for writing, researching, editing, and mocking up ideas.
- Mike Carson's laptop screen showing mind-mapping software with reference images and text [ 00:33:22 ]
- Mike Carson's laptop screen showing early design concepts with basic shapes for a stage [ 00:34:12 ]
- Mike Carson's laptop screen showing more detailed stage renders and designs [ 00:34:28 ]

Prox Recs [36:28]

Mike Carson recommends the "Director's Label" DVD box sets.
These sets feature the work of various music video directors like Spike Jonze, Michel Gondry, and Chris Cunningham.
They include directors' work from their first videos up to the mid-2000s, with tons of behind-the-scenes content, sketches, and booklets that are not available online.
Carson emphasizes these as a valuable resource for aspiring directors to learn from their heroes and see iconic work.
- Director's Label DVD box set featuring Spike Jonze, Chris Cunningham, Michel Gondry [ 00:37:03 ]