2AM-DM
About
2AM-DM came to Sony with a bunch of unreleased songs, and they were all amazing. It was such a good time to help establish their brand from scratch. We had several conversations to put words into what visuals they had in their head when they made their music. And came up with a few hooks, like the blue and red colors etc. We worked with the amazing photographer Mariell Lind Hansen on making the images come to life. We also got superstar designer Erik Herrström on board for the logo and design direction. We made video content, some where I wrote and directed the story, some where my team at Sony did the work. But this was one of my favorite projects because it all blended so well together and the music is so good. Keep your eyes open for more music from these stars!the process
I love working with visions for new brands, finding insights and pairing that up with strategy and inspiration before moving into a plan and execution. In many of these cases, I've started with deep conversations where we often look at references to make sure we speak the same language. And then I move into looking at all the different aspects of the vision, such as lighting, vibe, mood, colors, styling, environment, expressions, HMUA etc. It helps us make sure we are still aligned on the direction we're going, setting expectations so that everyone knows and can see the vision, I also use this phase as briefing documents to make sure everyone we involve has all the context needed to do a good job. These are some of the slides from the visual strategy deck for this project.
Photos
artworks
logo and design
video
CREDITS
Creative Director: Christin Malen Andreassen
Photographer: Marielle Lind Hansen
Stylist; Marita Gladsø
Video: Erik Carswell
Designer: Erik Herrström© Sony Music Entertainment Norway AS