Don Bigg × Saad Abid
#PWCHALLENGE — an exclusive behind-the-scenes campaign for the launch of “Psycho Wrecking.”
Watch The StoryBehind The Scenes Of Psycho Wrecking
To support the launch of Don Bigg’s 2019 single “Psycho Wrecking,” I collaborated with Saad Abid to produce exclusive behind-the-scenes content documenting the campaign and creative process.
The project included filming inside Don Bigg’s studio, editing exclusive promotional videos, and creating content for the #PWCHALLENGE campaign, allowing audiences to experience the story behind the music before the official release.
The campaign combined authentic storytelling, documentary-style filmmaking, and social media content to generate excitement around one of Morocco’s most influential hip-hop artists. This case study covers that behind-the-scenes campaign — not the official “Psycho Wrecking” music video itself.
Much of “Psycho Wrecking” is performed in English — a distinctive shift for one of Morocco’s most influential hip-hop artists.
“Psycho Wrecking” (PW) is a 2019 single by Moroccan rapper Don Bigg. The song explores themes such as social schizophrenia, toxic relationships, emotional conflict, and misogyny within society.
Unlike many of his previous releases, Don Bigg performs much of the song in English, giving the project a distinctive international identity. This case study focuses on the promotional content and behind-the-scenes production created around the launch of the song, not on the song or the official video itself.
Documenting The Campaign
My contribution to #PWCHALLENGE was focused on the behind-the-scenes and promotional content around the release — I was not the director of the official music video, and I do not claim ownership of the song or the campaign concept, which belong to Don Bigg and his collaboration with Saad Abid.
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01
Cinematography
Shot the exclusive footage that captured the studio atmosphere around the release.
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02
Video Production
Planned and produced the behind-the-scenes deliverables built for the #PWCHALLENGE campaign.
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03
Lead Video Editing
Cut every promotional video from raw studio footage to a finished, publishable film.
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04
Behind-the-Scenes Coverage
Documented the creative process around the song’s launch as it happened.
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05
Social Media Content
Adapted the footage into content built for the #PWCHALLENGE campaign across platforms.
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06
Post-Production
Handled color, pacing and sound across every exclusive campaign deliverable.
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07
Documentary Storytelling
Shaped natural studio moments into a coherent behind-the-scenes narrative.
Build anticipation through exclusive access, natural interactions and engaging storytelling.
Create authentic content that documented the creative atmosphere surrounding the release of “Psycho Wrecking” while maintaining a cinematic visual style suitable for digital audiences.
The objective was to earn attention with real access rather than a polished, staged production — letting the studio atmosphere and authentic conversations carry the campaign.
Documentary-Style Filmmaking
What The Campaign Produced
Exclusive Campaign Video
The primary promotional film built around the #PWCHALLENGE launch.
PW Challenge Video
The core piece built specifically for the #PWCHALLENGE campaign.
Behind-the-Scenes Film
A documentary-style look at the studio process behind the release.
Saad Vlogs Episode 09
An episode of Saad Abid’s vlog documenting the collaboration.
Studio Coverage
Raw and edited footage captured inside Don Bigg’s studio.
Social Media Content
Short-form cuts adapted for the #PWCHALLENGE rollout online.
Documented On Camera
The project documented their collaboration during the promotion of the Psycho Wrecking release.
Don Bigg
Artist
Saad Abid
Collaborator & Creator
The Campaign At A Glance
Exclusive Studio Access
Real access inside Don Bigg’s studio during the release.
Campaign Production
A full slate of content built around the #PWCHALLENGE launch.
Documentary Filmmaking
Handheld, observational coverage of real studio moments.
Professional Video Editing
Fast-paced cuts built for a digital-first audience.
Music Promotion
Content built to generate anticipation ahead of release.
Behind-the-Scenes Storytelling
The creative process told through natural, unscripted moments.
Social Media Campaign
Content shaped specifically for the #PWCHALLENGE rollout.
