APPROACH

Role: Art Direction

First social campaign video developed for Villain’s release “I’m Over You”, constructed as a counterpoint to the "red" version.

The white environment formed the foundation of Villain's I'm Over You social campaign, reducing the frame to movement, interaction, and gesture.

A faceless black figure appeared throughout the series, quietly altering the relationship between the two performers. Sometimes it interrupted the exchange, sometimes it redirected attention, and sometimes it simply occupied the space between them.

The choreography avoided a fixed sequence. Each image shifted the balance between confrontation, restraint, and uncertainty, allowing the campaign to evolve without settling into a predictable rhythm.

As the series developed, the imagery became progressively less stable. Distortion, duplication, and fragmentation were introduced only where they strengthened the original idea, allowing the series to grow without losing its clarity.

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