Justin Bieber - Changes (Nature Visual)

What this video is

Released April 3, 2020 — just days after COVID-19 lockdowns began globally — this Nature Visual arrived at a moment when large-scale pop production had become logistically impossible and culturally tone-deaf. Its stripped-back, wilderness aesthetic inadvertently aligned with a worldwide mood of stillness and retreat. The video is also a document of Justin Bieber's personal reinvention: following a public mental…

Why it matters

Represents a micro-genre of stripped acoustic-pop visual content that gained prominence in the early 2020s: the 'nature visual' or 'ambient visual' format eschews narrative or performance conventions for contemplative landscape cinema. Within Bieber's catalog, this video marks the aesthetic pivot…

The director

Michael D. Ratner is the CEO and Founder of OBB Media, which he founded in 2016. He graduated summa cum laude from the University of Pennsylvania and holds an MFA in film directing, writing, and producing from NYU Tisch School of the Arts. His work has…