Cole Bennett describes how hard they worked on Eminem’s “Tobey” video

Eminem has finally released the music video of “Tobey,” featuring Big Sean and BabyTron, the second single off his upcoming 12th solo studio album, “The Death Of Slim Shady (Coup De Grace).” The director, Cole Bennett, who has previously worked with Em on several occasions, went on Instagram to share the working process of the video and a little background story about the song.

“The Tobey video is finally out this one took a lot of intense planning, patience and persistence. We shot this 6 weeks ago and began editing it right away on set and have been working on it day in and day out until literally 2 hours ago. Shot entirely on blue screen with dialed in lighting set ups and static shots. @franklinspov and I locked ourselves in the hotel conference room for 3 days leading up to the video shoot preparing every moment within the video so we could be as efficient as possible since we only had one day to shoot this video.” said Cole Bennett

Then he continued: “Explaining this video to concept to people wasn’t the easiest thing to do. As I was explaining it to Marshall he scratched his head and said “I guess I’m just going to have to trust you on this one.” I wanted to build out a video concept that felt like the video I did for “100 Bars” but something with a lot more planning and prep. I’m having fun with these stitched together one-take style videos. I want to do another one soon. The post work on this was like nothing I had ever experienced before. shout out to the VFX warriors (@the_frender , @maxcoltt , @aylo_edit , @sideeye.mov , @aid6n.edits , @ianlipton , @greyson.color , @kristaworby and many more).”

From there, Cole continued with the background story of the song: “The creation of this song itself is a whole other story… I’ll keep it short. this song has been through so many chapters. starting all the way back at the end of 2022 when I started building out this song with Tron and Daniyel.. We eventually then had Big Sean hop on it as a moment for Detroit.. I then thought about the Hail Mary idea of trying to get Eminem on it.. Bringing 3 generations of Detroit together.. So I sent it off to Paul, they both loved it and the rest was history. It’s definitely been a roller coaster of a journey.. So this one finally being released to the world feels special. There’s a lot of small Easter eggs in this video + song..

“Thank you @rosenberg @kkangsta @allminds @kristaworby @liljake @josephlrocha @daniyel @marvyayy @carltonmcdowell1 & many more. not possible without all of you. full run of credits on @lyricalemonade IG + YouTube.” Cole Bennett added and shared a video of himself facetiming with BabyTron to tell him that he was going to be on Eminem’s album. Cole also shared few behind the scenes shots from the video. You can watch it below: