ABOUT

Set by George Dyson of Greedy Goons and completed as a group, a 10-day Instagram campaign was required to promote a Billboard Top 10 artist. Completed as part of the Motion Design Professional course by Created Academy.

Selecting The Weeknd, following the success of his single ‘Blinding Lights’, a deep-dive was conducted into the artist’s back catalogue to gain an insight to his style and identity.

Motion Logo: To support this, the artist’s inspiration and origins were explored to uncover details that could be included within the campaign content.

Lyric Video: Situated in a phone booth, familiar to viewers of the ‘In Her Eyes’ music video, the dark mood has been recreated using dim lighting, a flickering shadow and subtle rotation on the dangling handset. Using the condensated panes of the booth, lyrics are written out before fading away, sustaining the eerie tone.

Cinemagraph: Taking inspiration from the ‘I Feel It Coming’ music video, The Weeknd transforms to stone with shining and shooting stars appearing on audio cues. Layering upon the source image in Photoshop, the greatest challenge was achieving a realistic statue aesthetic - applying a rocky texture and sculpted eyes.

Loop: Originally intended for another song, a last-minute change was made to recognise the ‘King of the Fall’ re-release. Despite losing semblance as a result, by carefully choosing lyrics that coincided with the logo animation, the popularity surge was taken advantage of.

Over the course of the 10-day campaign, 18 posts were uploaded, gaining over 100 followers.