APPROACH

Role: Art Direction

"Red" social media campaign video developed for Villain’s release “I’m Over You”.

The work explored how far a visual system can be pushed before it stops referencing narrative entirely and becomes driven by colour and visual interruption.

The red version followed the white campaign, using the same underlying structure while shifting the visual balance through colour.

A restricted palette of red, black and white shaped every frame. Stripes, blocks of colour and hard contrast directed the eye, creating a stronger sense of visual tension.

AI-generated imagery was introduced selectively during post-production, interrupting continuity at key moments. Unexpected objects, including a Snoopy doll and graphic patterning, appeared throughout the series, changing the way individual scenes were read without interrupting the performance itself.

Together, the two campaigns responded to the same brief through opposing visual strategies. One relied on reduction. The other on intensity.

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