/08 Mel Azul
↓ MIMO
Entm't for Music
The First Music video launched exclusively on WhatsApp.
→ Concepting
→ Creative Direction
→ Script
→ Directing
→ Creative Direction
→ Script
→ Directing
Mel Azul, a Brazilian band renowned in the indie circuit, faced a bit of obscurity after a five-year hiatus.
Known for their unconventional music, they sought an equally out-of-the-box music video to reignite interest in their work.
Understanding Brazilians' affinity for WhatsApp, I conceived the concept: a music video exclusively accessible through WhatsApp. This innovative approach aimed to spark conversations not only about their music but also about the band itself.
Known for their unconventional music, they sought an equally out-of-the-box music video to reignite interest in their work.
Understanding Brazilians' affinity for WhatsApp, I conceived the concept: a music video exclusively accessible through WhatsApp. This innovative approach aimed to spark conversations not only about their music but also about the band itself.
That spark also served as the foundation for developing the aesthetic of the music video, where we subverted all familiar WhatsApp features in unexpected ways and crafted a mobile-first experience.
To access the video, people needed to add the band on WhatsApp and request the music video. From that point on, the novelty of the experience aided Mel Azul in achieving their goals of generating buzz and ensuring their music reached a wider audience.
To access the video, people needed to add the band on WhatsApp and request the music video. From that point on, the novelty of the experience aided Mel Azul in achieving their goals of generating buzz and ensuring their music reached a wider audience.
