The Avener, Beautiful — Teasing
a music video, the digital way.

Client: The Avener, Universal Music, Capitol
Project: Digital Activation, Music Video
Year : 2019

Concept
Creative Direction
Scenario & Storytelling
Post-production
Visual Design
Motion Design
Art Direction
Interactive Design

Credits: PANAMÆRA, Nicolas Loureiro, Arnaud Rocca, Yann Kubacki, Hugo Maury

For his return, The Avener wanted to release his new single "Beautiful" in 2019. We directed the official music video for this song, with the help of our great partners and producers PANAMÆRA and then we released a digital activation for its promotion. "Beautiful" invites to escape, to letting go, but also to nostalgia. Its summer rhythmics and its languid melody take us into its stride and invite us to remember and celebrate these moments spent with our summer meetings. We wanted to illustrate the power and the intensity of the moments spent at our summer meetings through surrealistic paintings. We chose to made a digital activation in order to promote the music video.

We wanted a strong visual featuring the artist and announcing the imminent release of Beautiful, the new track and music video of The Avener. At the hold on the screen, we enter the artist’s memories through an animation: as long as we hold, we discover a random 3D picture of the music video. The idea is to stimulate the user's curiosity thanks to the randomness of the experience, to present pictures of the music video without revealing too much and to reward him with micro-interactions when he is sufficiently curious.