James Reid turns urban frustration into inspiration in the music video of “Traffic,” his latest single under Careless Philippines and Sony Music Entertainment. Caught in the gridlock of Metro Manila, the video finds James driving around the standstill roads, visibly stressed and tired, yet holding on to the thought that the moment, like traffic itself, will soon pass.
The music video was helmed by Jonathan Tal Placido of Philippine-based production house Toothless, with creative direction by Issa Pressman. The concept revolves around the reality of being stuck in traffic, while also capturing the horrors that Filipino commuters and drivers had to endure on a daily basis while navigating the capital’s fast-paced grind.
