my role: concept & campaing idea.
Kaydy Cain is one of the main artists in the Spanish trap music scene and wanted to create an action toy based on himself. So Diego Andrés as the Creative Director of the project, and myself as the Creative Copywriter started to develop the idea.
We build up a narrative around the toy itself, a world that would allow us to play a lot. We finally reached the concept: EL JUGUETE DE TU MUÑECA (in English, it’d be something like Your Baby’s Toy), which would also be the new album title. By the time Diego and I were cooking the project, Kaydy came up with a 7 bangers album that was sick.
El Juguete de Tu Muñeca is Honey Money Entertainment’s most awaited product, the company that started as Kaydy Cain record label and works nowadays on developing entertainment products based on the artist’s universe.
This action figure comes with accessories to get a fire outfit and some instructions explaining how to play step by step with Kaydy.
And so, this story was coming to life in each music video…
I Don’t Sleep/ Directed by Leon Santana, it was the first video. We created an ambience for it, located at the video games developing department in Honey Money Entertainment. During this video, we can see Kaydy arriving at the facilities of the company so they can analyze his movement and be able to create a videogame character just as lit as him.
Si no me das tu corazón te lo robo with director Zazo Canvaswe made the second video, set in the factory where the doll was made.
El Juguete de Tu Muñeca became a complete star/
When you become famous, you get invited to the top shows of the moments: Ibai Llanos interviews him for the first time in his show Hoy No Se Sale, David Broncano invites him to La Resistencia (for this moment, we created a special accessory: a tennis racket), Lorena Castell from Vodafone Yu, Amarna Miller from Este es el Mood and Highxtar Magazine.
As El Juguete de Tu Muñeca was on top, we wanted to go bigger: it was time to hit the big screen. So, for the next video, Honey Money came up with an animation short film directed by Miguel Angulo, which premiered at Cines Renoir in Madrid.
Anything else? Of course!
Before launching the full album, we had a surprise in store. In the App Store and Google Play: Reggaeton Salvation, a video game that you had to finish to be able to listen to the last song of the album. Kaydy Cain’s fans couldn’t wait to listen so the video game become number one in downloads that day. Do you wanna play?
Creative agency: Sabotage Propaganda.