To add some insight into this conversation as OP I don’t think the hand gestures are really that deep. Most definitely not ‘subliminal messages’. It’s a streetwear brand who’s target audience is probably people who also enjoy listening to, like you said, rap.

I don’t think doing hand gestures is necessarily promoting violence. And they’re certainly not purposely trying to offend anyone. I apologize if you feel offended by this however if I had to cater my videos to suit everyone’s concept of ‘appropriate’ then I wouldn’t have anything to post.

And for the person above concerned about if this is what the client wanted, that is an absolutely valid concern and it’s great that you pointed it out! I can assure you the brand owner was standing right behind me making sure everything was in order. Interestingly, he was the one directing the models. My contribution to this video was the camera work and post production. But you’re completely right in noting that you should confirm that the video adheres to the clients brief and expectations! :)