(Challenge)
The challenge was to visually capture the tension, unrest and emotion behind the lyric: “America’s on fire, there’s protests in the street.”
Rather than creating a simple digital artwork, the goal was to produce something raw, physical and real — an image that felt unpredictable and emotionally charged. With only one opportunity to get the shot right, the pressure was on to create a moment powerful enough to reflect the instability and intensity of the message.
(Approach)
To bring the concept to life, a detailed scale model of the White House was built entirely from card before being carefully set alight. Every part of the process was planned around timing, composition and realism, knowing there would be no resets once the fire started.
To ensure the moment was captured perfectly, collaboration with photographer Gareth Roy allowed every flame, shadow and detail to be documented with precision, turning a fleeting moment into a striking visual statement.
(Outcome)
The final piece became more than just a photograph — it evolved into a commentary on political division, unrest and the fragility of iconic institutions during moments of crisis. The combination of practical effects, symbolism and photography created an image that feels both cinematic and unsettling, inviting viewers to reflect on the social and political climate that inspired it.
