HAVAS NEW YORK, New York / UNIVERSAL MUSIC / 2017
To arrive at a video that exemplified Mitchell, we mined the depths of history. Past generations of counterculture united behind the power of the Zine - an analog, grungy, DIY booklet from the 90’s filled with art, alt-rock, politics and culture.
This medium was selected for Grace Mitchell to highlight her outspoken courage. Then, we handmade their our own version, designed entirely in-house with a pastiche of vintage photographs, found objects, magazines and handwritten notes, which they then modernized through bold, custom, unique typography and contemporary computer generated elements.
The resulting aesthetic was simultaneously effortlessly authentic in its communication and emphasized Grace’s true nature and grit: strong, socially aware, fearlessly current, audaciously provocative, as her new single shouted rebellion from the rooftops.
This project solely focused on social impact. Her video served to acknowledge the voice of today’s youth, encouraging them to proclaim their truth and message proudly and unapologetically.
The studio’s designers engaged in an open dialogue, which was then translated visually through Zine lens. Upon completion, the Zine took to the streets. The studio armed the designers with a hi-8 camera to capture the Zine in situ, filming it as the pages turned according to the lyrics.
The overall look of the video felt like a 90’s skater movie: gritty, homemade and energetic. It perfectly encapsulated the freshness of a new youth movement.
The approach sprung from Mitchell’s lyrics. Designers teamed up to craft an original aesthetic that personified her rebellious attitude. It would be tactile, real, handmade, just like the first Zines. Designers sourced and created handwritten letters, wrote on an old typewriter and drew one-of-a-kind pieces of art.
This was coupled with found-objects to supplement the random, yet intentional, style.
To ensure the Zine maintained a modern aesthetic, we digitized then created its unique, contemporary typography.
• Value added to brand
Prior to this video, Mitchell had no central brand or style. We helped her focus and formalize her persona as an emerging artist.
• Value for consumer
Original, unexpected and intriguing entertainment.
• Reach/cultural impact
The video debuted on Mitchell’s VEVO account and will live in perpetuity there and on her YouTube channel. Additionally, several individual assets were shared by Mitchell on her Instagram account, with 4000 original impressions.
These have been extensively viewed by non-mainstream culture: thinker, activists, digital natives and introspective influencers.
Republic Records produced and distributed the Zine at concerts and fans shared on social media.
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