A singles campaign that breaks the Artist out of their cocoon
‘Olivia Nelson - Artist Project’, Role: Creative Direction
The brief was to visually reintroduce Olivia Nelson in a crowded environment of like-minded contemporary R&B Artists with nine singles - on a modest independent label budget. R&B often puts sexuality and posturing front-of-stage, so we decided to put vulnerability at the core of our campaign.
Our visual direction was to interconnect the singles by ‘breaking out of the cocoon’. Inspired by the rebirth of a Butterfly, we created visual layers that we shred, single by single, eventually revealing an intimate portrait of Olivia.
To set up an ever-evolving approach to what fans see, we broke down these nine singles into three cocoon-like layers, expressed first as ‘physical’ for singles 1-3, ‘emotional’ for singles 4-6, and then finally ‘self’ for singles 7-9.
For the music videos, ‘breaking out of the cocoon’ was expressed into three distinct acts that we continually explored - ‘cocooned’, ‘metamorphosis’, and finally ‘release’.
