Doechii / Early Visual Development
Before the attention,
there was the work.
Before Doechii became one of music’s most distinctive new voices, Kevin “JocZilla” Jacques was already helping put her on screen.
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- Context
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After meeting her through Tampa’s open-mic scene, Kevin saw what was already obvious in the room: the talent was there. The missing piece was giving a wider audience a way to see it.
That collaboration grew into her first three music videos, including “Yucky Blucky Fruitcake,” which Kevin directed and edited and which later became part of her viral breakout period.
This work predates FOR ATTENTION and is part of the creative foundation the company is built on.
Before the breakout
Kevin first encountered Doechii performing at local open mics, before there were major-label credits, viral numbers, or a music-video catalog around her work.
She already had the performance instinct, the personality, and the creative range. What Kevin saw was an opportunity to translate that presence to camera.
He pushed for the first visual even when resources were limited, then kept working with Doechii across the next releases as the visual language evolved.
- First 3 music videos
- 3
- Verified YouTube views across the three official videos
- 9.7M+
- Yucky Blucky Fruitcake
- Spookie Coochie
- What’s Your Name?
Make the idea bigger than the budget.
The early productions did not have major-label resources behind them. That made the creative choices more important, not less.
The work leaned into performance, character, styling, setting, humor, and personality rather than imitating the scale of a larger production. Each video needed its own world, while still giving Doechii room to be the reason people kept watching.
Selected projects
Spookie Coochie
Kevin conceived, directed, shot, produced, and edited this first chapter of the collaboration, and it set the working method: build around performance, personality, and whatever resources were available instead of waiting for ideal production conditions.
- Director
- Director of Photography
- Producer
- Concept Creator
- Editor
Yucky Blucky Fruitcake
Directed, shot, and edited by Kevin Jacques
The goal was not to overpower Doechii with production. It was to build a world strange enough to match her.
The exaggerated classroom set the frame, but her character work, timing, expressions, styling, and performance carried the visual. Kevin directed and edited the piece around that energy, letting personality become the production value.
- Director
- Director of Photography
- Co-Producer
- Editor
- Creative Director
What’s Your Name?
By “What’s Your Name?,” the collaboration had grown into a larger creative team. Kevin co-directed alongside director Oyinda Itabiyi, shot the video as director of photography, and edited it, with Doechii as creative director.
It shows a different side of his role: sharing creative leadership inside a bigger team while still owning the image and the cut.
- Director of Photography
- Co-Director
- Editor
- Director
- Creative Director
The record that broke through.
“Yucky Blucky Fruitcake” later took on a life far beyond the original production. The song went viral on TikTok in 2021 and became one of the defining records of Doechii’s breakout period, bringing her work to a dramatically larger audience.
Her success belongs to her. What matters here is where Kevin’s work sits in that timeline: he was collaborating on her visuals before mainstream recognition was attached to her name.
The work did not end with those first three releases.
The collaboration evolved.
The relationship continued beyond Doechii’s first three visuals. A few months later, Kevin joined her in Los Angeles for Leo Conoza’s “21,” this time with Doechii directing and Kevin behind the camera.
The shift in roles mattered. On the earlier projects, Kevin had often led the visual execution. On “21,” he served as director of photography and editor, translating Doechii’s creative direction through cinematography and post.
That flexibility became part of the working relationship: knowing when to lead, and knowing when the strongest contribution is helping someone else’s vision land.
Leo Conoza / 21
“21” marked a different stage of the collaboration. With Doechii directing, Kevin’s role shifted toward cinematography and post, translating a more developed visual concept through camera, lighting, framing, and edit.
It also reflects how the environment around the work had grown: a more polished visual system, a larger collaborative team, and a different division of creative responsibility.
- Director
- Director of Photography
- Editor
- Creative Direction
- Producers
What the work proved.
- Creative instinct
- Resourcefulness
- Visual development
- Collaboration
The relationship later extended beyond Doechii’s own releases, with Kevin and Doechii co-directing additional visuals for other artists.
