Creed - What If

What this video is

Released January 4, 2000, 'What If' arrived at the apex of Creed's commercial dominance — their album Human Clay would go on to be certified 11x platinum and become one of the best-selling albums in US history. The video's deep integration with the Scream 3 franchise exemplifies the era's corporate synergy between rock labels and Hollywood horror studios. Wind-up Records, Creed's label, curated the entire Scream 3…

Why it matters

Represents the commercial and aesthetic peak of post-grunge's mainstream crossover, where hard rock was packaged alongside Hollywood IP for maximum cultural saturation. The horror-thriller narrative format distinguished the video from standard performance-based rock videos of the era, elevating it…

The director

David Charles Meyers (born October 19, 1972, Berkeley, CA) studied Film Production and Philosophy at Loyola Marymount University. He worked at Paramount and Fox before pivoting to music videos. He has directed 200+ videos and holds 12 MTV VMAs including…