Music Video: Creative Direction Exploration

The challenge was to develop a distinctive visual identity for a music video, exploring multiple creative routes that translated the energy and emotion of the track into a compelling visual narrative.

Working from the band's music and creative brief, I developed two contrasting art direction concepts, each taking a different approach to colour, movement and storytelling. Rather than simply illustrating the lyrics, the concepts explored how motion, graphic design and choreography could work together to create a memorable visual experience that evolved alongside the music.

The first direction drew inspiration from the bold graphic language of 1980s and 1990s Memphis design, reinterpreting the style through a contemporary lens. Vibrant colour palettes, expressive typography and playful geometric patterns created an energetic visual world, while rotoscoped dancers became the central storytelling device. The narrative followed two strangers finding connection through dance, using colour and composition to communicate themes of attraction, freedom and human connection.

The second concept explored a more abstract visual language, combining rotoscoped silhouettes with vibrant animated shapes that represented the spirit of dance moving between performers and environments. As the music progressed, the visual palette evolved from dark, minimal compositions into increasingly colourful and expressive scenes, reinforcing the emotional journey of the track. Typography was integrated throughout the piece to amplify key lyrics and create moments of visual impact.

Although the project remained at the concept stage, it demonstrates the role of art direction in shaping narrative, visual identity and emotional tone long before production begins.

Role: Art Direction, Concept Development & Styleframes