my role: concept / idea / script.
Most of my projects involve joining a team, thinking of an idea, pitching it and seeing it published in the media. Very different from how it was in the keynote presentation. With ALL client-requested changes applied, you understand, right?
But this project was different. This time, I could work with the Creative Director, Diego Andrés, from scratch, collaborating with BLUA, the production company and seeing how Irene Vega, the client, made things so easy. Is it a dream client and project? Oh! Absolutely.
Amazon Music wanted to kill it with an urban music playlist featuring Flexeo. They showed everyone to know that they are in tune with what’s hot on the internet and streets. And right now, the trend is blokecore or wearing a football jersey with any looks.
So Diego and I started to brainstorm a concept to combine the football world with music to create the FLEXEO’s jersey.
We thought that stepping onto the field is stepping into the spotlight, showing what you know how to do. Just like in urban music, going out to drop some lyrics while everyone watches. Yes, when you are flexing, all eyes are on you.
Concept:ALL EYES ON ME
Next step: How do we translate this concept to a jersey? This is where designers Robber Rodriguez and Juan Hernández come into play. Together, they made sure that all eyes turn to the jersey every time someone wears it. And mind you, a kit isn’t just a jersey; they also made sure that ALL EYES ON ME comes with a scarf and underwear. Additionally, as there are a thousand ways to flex these garments, we created some instructions to show you a few of them.
Now that the clothing was ready, it was time to showcase it. In video format. With people rocking it. Making everyone eager to have it.
We thought about showing how FLEXEO keeps its eyes on all the artists who are killing it. Keeping an eye on trends, what’s hot on the streets, and breaking the internet. All to curate the best urban music playlist of the moment.
The idea was to showcase the ‘trend vigilance’ studio from which Amazon Music creates FLEXEO. And, hand in hand with the production company BLUA, we achieved it.
This campaign also featured a launch event and concerts in partnership with DICE. Here’s the recap from Los 40 Principales so you can see what they had going on.
Creative Studio: Sabotage Propaganda
Creative
Director: Diego Andrés
Costume Design Director: Robber Rodriguez
Costume Design: Juan Hernández Diego Andres
Illustration: Lil Mei
Production company: BLUA
Director: Guillem Castellvi
DOP: Noun / Marcel Pascual / Lluis Ferrer
Executive Producer: Juan Blanco / Eugenia Esquerdo
Producer: Diana Asenjo
Art Direction: Maria Perez Ranchal
Stylist: Isabella Gitsels Garcia / Robber Rodriguez
Make up: Francis Molina
Hair stylist: Berta Hitz
Edit: Guillem Castellvi / Joan Campa / Carina Macedo
Color Grading: Biel Geli / Moonlight
Music: Kabasaki
Sound design: Angel Sound
Post-production coordinator: Jordi Artola
VFX: Herokid studio
Talents: Kyne / Kabasaki / Sara Giro / Jose Caribbean /Vini / Maik / Victoria/ Kabo / XM / Anna / Ebony
AD: Julia Escudero
Production Manager: Andrea Arias
Production coordinator: Cristina Gómez
Production Ass.: Lorena García / Simon Pons Salom / Iris Dalmau Leon
Still photography: Carles Carabí
Focus puller: Adrià Alcalà
Cam Ass.: Ferran Hernández Flor
Art Ass.: Silvia Lorenzo ssorenz
Gaffer: Tarek Recolons Navarro
Sparks: Raúl Alimbau Belmonte/ Santi Rodríguez i Coll
Camera rental: Seito/ Lighting rental: Aluzine
Thanks to: @soylamarsala @sultanadelbadal @ujaque105crisarroyoa @folletvalent @annaclemente