my role: concept, script & campaign ideas.
If you want to hear Spanish fire bars, Gloosito is your guy. This underground artist blew up, bringing the sound of Detroit and combining it with lyrics from Madrid streets. His music talks about hustling and his upcoming album is an ode to his business car, the SUV.
Since convertibles cars are not raper’s car anymore. The new trend is to modify your SUV to be chilling while you move your business from spot to spot all over the barrio. And this is the essence that the launch music campaign had to breathe.
The teams Sabotage Propaganda and Virgin Records work in a universe where the SUV is the main character. That’s why the teaser was a FOOH with Gloosito’s car coming out of a billboard in Gran Via in Madrid. 720k organic views. BOOM! A good way to rev up hype, isn’t it?
Previous days before the album release we invited influencers and other trap artists to a listening party. Where? In the place where the hustlers tune up their SUVs. So we created a fake body shop called Rich Farmers. Just like an SUV’s trunk, everything had hidden compartments there. Whoever found the staches could’ve won merchandise, money or tickets.
Next day after the listening party, we launched the album with visualizers. Every video was based on a daily grind as a hustler, with Gloosito and his SUV as the main characters. Also every piece had designed the title as a car emblem. A few small touches, no biggie but cool.
Next round: Official Merchandising. Sometimes at that point of the campaign, when fans are burning, you have to evolve the concept. We needed to go beyond the SUV. And we went far. So so far. Ladies and gentlemans, shout out to the zombies. You can watch our little zombies movie’s tribute to your left.
The end of this campaign was in the Riverland Festival where Gloosito was in the top of line up. Everyone expected to see him at the main stage. But, why sing on the stage when you can show off in your SUV and do the show on the roof of the car ? Yes, it was the highlight of the night.
Creative Studio; Sabotage Propaganda.
Creative Director: Diego Andrés.
3d Artist: José Valcárcel.
Powered by @gigi.284 @dimeanarchy @garzi.ngl
FX @aartdrea @lademaqui
Dancers @lolaadominguez @miinee8 @cubaamaami@sandrasuarzz @luczzia @martahernandezz_ @leiredallas
Video x @phoskifilms
Camera @mikephyton @oscarfernandezzzz@borjaarribasmar
Edit @riescovisuals
Production@migthel
Sound @hector1acu