Category: Generative AI, Creative Direction, Music Production, Visual Design, Content Creation
Objective: Develop and launch an original music project using Generative AI as part of the creative process, transforming emotions, experiences, and personal narratives into a complete experience that combines music, visual identity, and digital content.
The campaign was designed to present the album not only as a music release, but as a creative project that combines emotion, storytelling, design, and Generative AI.
Rather than focusing exclusively on promoting the songs, the strategy centered on sharing the creative journey behind the project. This approach helped build a stronger emotional connection with the audience while showcasing the practical application of AI within a multidisciplinary creative workflow.
As the centerpiece of the campaign, a promotional video was created for distribution on YouTube and Instagram.
Its purpose was to quickly and effectively introduce the project's visual and emotional identity, sparking curiosity and encouraging audiences to explore the full album.
The visual direction sought to translate the emotions present in the songs through a cinematic aesthetic, using contrasts of light, reflections, overlays, and visual elements that reinforce themes such as introspection, memory, transformation, and identity.
Beyond serving as a promotional asset, the video established the visual language used throughout the rest of the campaign, acting as the foundation for both the landing page and social media content.