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MY DARLING
Executed a multi-format campaign for Papes V’s single ‘My Darling’, spanning moving image, social, and graphic outputs.
My Darling is a meditation on longing. The campaign translates this into a system where intimacy is constructed in the space between actions.
A unified visual system controls spatial relationships and narrative clarity through set construction, shaping atmosphere.
Within this system, hand gestures, controlled gazes, and rhythmic movements are directed to construct tension and interaction.
Saturated spotlight lighting sharpens tonal contrast, deepening the visual language.
Within 30 days, the campaign reached 14,000 users, generating 568 social engagements, 1,400 visualiser views, and 12 hours of watch time across its highest-performing reel.
Role — Art Director, Producer, Fashion Stylist & Graphic Designer
My Darling — Visualiser
VISUAL LANGUAGE
VISUAL LANGUAGE
COLOUR SYSTEM
Primary Colours
#000000
PANTONE BLACK 6 CP
#84101C
PANTONE SAVY RED
#091A9F
PANTONE LAPIS BLUE
Secondary Colours
VISUAL MOTIFS
LIGHTING
#B4622F
PANTONE RUST
#EA8AAF
PANTONE AURORA PINK
#A79587
PANTONE TUFFET
MATERIAL STORY
Materials articulate intimacy through contrast, pairing softness against structure, embedded across styling and set design to define proximity.
SPATIAL & PERFORMANCE DIRECTION
Intimacy is built through waiting and anticipation.
Interaction is constructed through hand gestures and controlled eye contact.
Environments operate as staged interiors, where the layout directs behaviour.
Movement oscillates between restraint and release.
NARRTIVE STRUCTURE
Distant Desire
Anticipated Pull
Close Embrace
CAMPAIGN EXPRESSIONS
The campaign scales intimacy across personal and shared viewing contexts
EXECUTION 01
Reduced composition sharpens focus and establishes typographic dominance.
EXECUTION 02
Material layering builds tension and increases visual density.
DIGITAL EXTENSIONS
Instagram Reels and Tik Tok short form extend the narrative of proximity and tension into continuous, algorithm-driven viewing contexts; integrated captions anchor lyric meaning and increase accessibility, leveraging algorithmic reach to expand visibility beyond existing audiences.
Moving Image
High-impact frames were designed to provoke intrigue and visual interruption, optimised for image-led platforms.
Still Images
THE SOURCE
The track defines the campaign’s pace, tension, and release; the visualiser renders this into a romantic tonality, grounded in intimacy.
CAMPAIGN IMPACT: The campaign operationalised the track’s emotional structure across multi-platform touchpoints, establishing a distinctive visual language that strengthened brand recognition and audience recall.