Evolving Music Video

The beauty of music is that it’s constantly changing and evolving. But in the last 30 years the music video has largely stayed the same. It moved from TV to YouTube but you still watch it once… and you’re done. So to promote the 61st GRAMMYs awards we wanted to create the world’s first evolving music video. A music video that would change the more fans watched it. Making them want to keep coming back to watch it more and more. We partnered with 2019 GRAMMY nominee Ella Mai to create new versions of her hit song “Boo’d Up” that were only unlocked the more the video was viewed, shared and liked. Each evolution gave fans something new to see, hear and talk about. And what started as a simple, black and white a cappella video evolved into colorful extravaganza filled with dancers, a marching band, and more.

  • Role:

    Art Director

    Thanks to:

    Renato Fernandez / Jason Karley / Gabriel Miller / Nic Buckingham