Building Stories Around Music Through Creative Direction

For this project, we worked closely with the artist across multiple music releases, developing not only the visual content for the songs, but also the creative campaigns that brought each release to life across social media.

Our work began with the production of music videos, but evolved into a broader creative partnership. For each release, we looked at how the story of the song could be translated into content that would engage audiences beyond the music video itself.

For “Feelings,” we developed a social media campaign built around a written poem inspired by the song. The poem was created as a standalone piece of storytelling, designed to build curiosity and emotional connection before leading audiences towards the release of the music video. We developed the concept, wrote the poem, and produced and filmed the music video, creating a narrative that connected the promotional content with the final release.

For “Glow Up,” we took a different creative approach, developing a separate storyline specifically for the social media campaign. We created the concept, developed the creative direction, and wrote the script, producing content designed to stand on its own while ultimately driving attention towards the song. The campaign generated strong audience engagement, with positive reactions and comments across the content.

Across multiple releases, our work included:

• Creative direction for music releases and campaigns

• Concept development and storytelling

• Writing scripts and original promotional copy

• Developing bespoke social media campaigns for individual songs

• Producing and filming music videos

• Creating short-form promotional content

• Developing narrative-led content designed to build anticipation

• Managing the visual direction across different releases

By treating each release as its own creative story, rather than simply promoting a music video, we created campaigns that gave audiences different ways to connect with the artist and the music.

Areas of Focus

Creative Direction • Music Video Production • Campaign Strategy • Social Media Campaigns • Storytelling • Scriptwriting • Concept Development • Content Production • Short-Form Video