All Eyes On Me
Creative Direction, Production, Design
Amazon Music commissioned us to create the naming for their new Spanish urban music playlist. After a creative and research exercise, the light bulb came on. There is one thing that all artists do and should do... show what they know how to do and be proud of it. BANG! The playlist couldn't be called anything else: FLEXEO
THE CAMPAIGN
They showed everyone to know that they are in tune with what’s hot on the internet and streets. And right now, the trend is blokecore or wearing a football jersey with any looks.
So we started to brainstorm a concept to combine the football world with music to create the FLEXEO’s jersey.
We thought that stepping onto the field is stepping into the spotlight, showing what you know how to do. Just like in urban music, going out to drop some lyrics while everyone watches. Yes, when you are flexing, all eyes are on you.
Concept: ALL EYES ON ME.
Next step: How do we translate this concept to a jersey? We made sure that all eyes turn to the jersey every time someone wears it. And mind you, a kit isn’t just a jersey; they also made sure that ALL EYES ON ME comes with a scarf and underwear. Additionally, as there are a thousand ways to flex these garments, we created some instructions to show you a few of them.
The idea was to showcase the ‘trend vigilance’ studio from which Amazon Music creates FLEXEO.
After this, Amazon Music wanted an event to bring together artists and agents from the music industry. We devised an environment where you could breathe that surveillance environment, full of real-time cameras that you could watch on a huge screen, visuals and various assets along with different sets that continued the narrative.