Flexin’ Gems
Creative Direction, Art Direction, Production, Design
Every day, there’s a lot of new music and artists trying to make it. That’s why Amazon Music is working hard to find hidden gems. Oh, wait—gems? Mmm, interesting. This is our the starting point.
Gems are everywhere in the urban scene: in grillz, nails, chains, and now, in the emerging music scene. Each artist starting to make noise bring their unique authenticity—something that makes their stand out. In every track they drops, you can clearly see the power they hold.
Finding these gems isn’t easy at all. It takes a true curator (a gem hunter?), someone who investigates, listens to what’s happening on the streets, and chooses the most authentic.
Just like artists flexing their diamond-studded chains, Amazon Music does this with their gems once they’ve found them. And here’s the concept for this campaign: FLEXIN’ GEMS.
Each artist received a personalized gift: a gem and custom press-on nails designed by a nail artist. Everything to make our gems flex their style.
We collaborated with Pelonio and turned this concept into an event with influencers in Madrid. All guests could make grillz, get nails done, and, of course, enjoy the music that lights up the scene. The event generated fantastic PR and engagement, featured in all the top street style magazines. It looked like the party of the month, right? Well, it was.