A second collaboration with my good friend and singer/songwriter/multi-instrumentalist IQIF. As a warmup for his album release, IQIF dropped a groovy track in the summer, which I've had the pleasure to be super hands-on creatively throughout the whole campaign.
The song itself expresses admiration and encouragement towards an under-appreciated person, sang from a love interest' point of view. We came up with #WhatTheWorldShouldSee for the campaign, which is a line from the lyrics.
As acting creative director, I had so much creative freedom for the video, artwork, and the overall campaign. IQIF and I have similar tastes in a lot of things, so everything just went naturally. With the song's message in mind, I came up with the video concept and creative direction. We went with neons for the overall look/visual execution, and we chose pink tones because it's the color of IQIF's logo.
The video's general storyline was to show a person discovering a surge of self-appreciation and confidence within themself and expressing it. This was then brought to life by Deby Sucha, who is a mega-talented photographer/director, who also shot the artwork photo above. Deby got the crafty Fajar "Fau" on board as the DOP, and kindly found a muse for the video - Rizkia Larasati, half of indie duo RL KLAV.
Disclaimer! If you know me personally, you'd know how much I LOVE Nine Inch Nails. I know I said I had creative freedom, but despite what you might accuse me of, I didn't plan for Laras to wear that tee! That tee was Iqif's personal choice from his personal wardrobe. Like I said, we have similar tastes - that's why this collaboration came really naturally.
IQIF has always had a DIY approach for his music, and so was the case f0r this project. Luckily, Deby has provided us with gorgeous shots of Iqif, so 90% of the artwork is already done, and we only needed to polish it.
To help make a noise for the release, I also drafted an editorial plan for IQIF's social media. Besides the cover artwork, we also did all the promotional materials by ourselves - press kit, still & video teasers, call-to-actions, behind-the-scenes, and reactions from IQIF's musician friends. We also worked with Rasyiqa Tharifa, who helped spread the word to online media and radio stations, which were well-received.
"Falling" was released on July 1st, 2021 and is available to listen to on all major streaming platforms. The video & artwork were shot during Ramadan, and it was such a pleasure to be a part of this production team of passionate, tireless people. Please check out the song because it truly is #WhatTheWorldShouldSee!
Music Video Credits
Directed by Deby Sucha
Shot by Fajar "Fau"
Assisted and "lit up!" by Rizky Ramadhani "Bundo"
Modeled by Rizkia Larasati
Styled by Hari Nirwanto
Brushed by Dea Karhitawinata + Revania Shabika
Edited by Bismo Aryo
Creative direction by yours truly!
Special thanks to:
This is a Vurplay production.