It's clear from the start that today won't be a good day for the young man in this new J. Cole video. Director Sam Pilling plays with that palpably impending doom, twisting the storyline into a climax that's as emotionally devastating as can be for our hero.
We glide forward with the momentum of "Seven Nation Army" along a "Lost Highway," but with a noir vibe all its own and a centerpiece that makes clear that neither Cults member will be able to get back where they began.
