Concept Development
Creative Direction
Content Strategy
Visual Storytelling
Technical Planning and Execution
Editing and Post-Production
Project Management

The Challenge

When balladeer Junryl moved to LA, he needed a standout video to launch his work. In a crowded market, we recognized that Junryl defied certain expectations commonly held by the demographic he was targeting. How could we present his soulful, simply phrased music to an audience of girls holed up in their bedrooms, nursing heartaches soothed by established artists?

The Solution

For “If I’m Being Honest,” we chose a treatment as slick and simple as the song itself. The use of monochrome sets a standard of gloss and classiness, while the selective use of color for the red wine emerged from deep discussions about the symbolism of red blood being spilled in a troubled relationship. The simple red wine, set against the drama of monochrome, represented pain, love, and, for those who noticed, a religious reference. The outcome is a work of beauty that has been viewed repeatedly on social media.