PAGE CONTENTS
- Jords “Swings & Roundabouts” EP Creative
- Winnie Raeder “I Never Danced” Live Performance
- EMI Records 2022 Conference Reel
— PROJECT NAME
JORDS
"Swings & Roundabouts"
EP Campaign
— ROLE
Art Direction
Commissioner
— DATE
June 2022
Jords came to us with Wiley's "Playtime Is Over" cover art as a starting point to use as an underpinning reference for the entire creative campaign.
I'm a visionary artist, driven by a passion for creating thought-provoking and impactful work. My unique ability to craft individual pieces that not only shine on their own but seamlessly fit into a larger narrative, sets me apart as a creative force. I wanted to ensure every part of this EP stood out individually and together.
We leveraged the collage technique in several of our previous single releases, finding it to be a versatile and dynamic tool for capturing complex narratives.
Our exploratory ideation phase, exemplified in the piece on the right, showcases our vision for visualizing Jords' journey "from spirit to ego." The spirit represents Jords' youthful innocence and energetic spirit, while the ego symbolizes the hardened exterior he developed over time.
The collage approach also enabled us to seamlessly integrate elements that highlight Jords' musical heritage and Jamaican roots.
We commissioned talented collage artist and animator Georgia Pedley to explore a couple of artwork options using baby pictures of Jords in conjunction with images of him in the present day to highlight that journey from "spirit to ego".
Jords – Swings & Roundabouts Artwork
We decided to Incorporate the “Between Spirit and Ego” tagline to add context & better frame the collage.
We also commissioned Georgia to animate the artwork in 3 different styles that we’d use across social media and YouTube.
— PROJECT NAME
Winnie Raeder
"I Never Danced"
— DELIVERABLES
1x Live Performance Visual
1 x Visualiser
1 x Artwork
— ROLE
Creative Direction
Art Direction
Co-Direction
Set Design
— DATE
September 2022
"I Never Danced" was a standout performance during the live show at the Troubadour, inspiring the creative direction for the accompanying campaign.
Winnie shared the story behind the song, which was about a spontaneous dance with her girlfriend in their living room. In that moment, she realised she had never danced in such a carefree and intimate way, leading to feelings of inadequacy.
This story served as the driving force behind the warm, intimate, and cozy aesthetic we sought to capture on set. Our goal was to transport viewers back to the scene where the magic happened, imbuing the visuals with a sense of nostalgia and emotion.
Throughout our work with Winnie, we have emphasised a raw, textural, and abstract approach, perfectly complementing the deep emotionality of her music.
Production Company: Firmative
Filming: Tom Haigh
Director: Dumi Siwo
Producer: Daniel Evans
Winnie Raeder “I Never Danced” Live Performance
Winnie Raeder “I Never Danced” Art Direction by Khush
Photography by Gray Lee Brame
Winnie Raeder “I Never Danced” Visualiser by Khush
— PROJECT NAME
UMG Autumn 2022
EMI Conference Reel
1 x Showreel created by Whitecoat
— ROLE
Creative Direction
Production
— DATE
September 2022
I commissioned Whitecoat to put together a showreel for an internal conference we do every year at Universal Music. The objective was to highlight the successful roster of artists at EMI, both existing/legacy and upcoming/emerging.
The first section comprised of a Hero Montage that very succinctly weaved through the talent we've worked with over the year (Elton John, Katy Perry, Metallica, Justin Bieber and more) using exciting clips, carefully selected from different music videos and shows.
The second section comprised of our Artist Spotlight which focused on the new talent we're most excited about.
PROCESS
- Through my direction, a base edit of all of the content was created with an order and footage that was carefully selected to bring out the most impactful moments.
- Transitions, overlays and other illustrative elements were used to tie it all together.
- The elements mentioned above took inspiration from the interior decor of the office, put together by Hattie Stewart.
Production Company: Whitecoat