Preyah | Music Video
Campaign Essence:
Tasked with bringing the vibrant energy of Bulgarian pop sensation Preyah's latest hit, "Цяла нощ" ("All Night"), to life, I led the creative direction for a music video that marries the mystical with the modern. This project was a deep dive into a narrative where fantasy meets youthful exuberance, unfolding the story of young Preyah discovering her magical prowess.
The Pitch:
Imagine a world where magic is real, and love is just a potion away. "All Night" takes us on a whimsical journey with Preyah, a teenager who stumbles upon her arcane abilities. As she experiments with her newfound powers, she crafts a love potion, aiming to enchant the boy she's smitten with, setting the stage for an eternal night of adventure and connection.
Target Audience:
Our aim was to captivate both fans of Preyah and a wider audience drawn to tales of enchantment and romance, especially those who relish in the fusion of pop culture magic and modern love stories. The video seeks to resonate with anyone who's ever dreamed of a world beyond the ordinary, appealing to a Gen Z audience with a penchant for vibrant storytelling.
Creative Direction:
Our creative journey began with the aim to seamlessly integrate the mystical discovery of powers with the universal desire for love.
The storyline evolves from Preyah's initial enchantment with her magical abilities to her adventurous attempt at brewing a love potion to ensnare her love interest. This narrative arc, rich with themes of empowerment, curiosity, and young love, was designed to resonate deeply with viewers, drawing them into a world where every moment is suspended in a magical, eternal night. We aimed to capture the essence of youthful daring, the thrill of exploring the unknown, and the poignant moments of first love, all while weaving in the enchantment of the supernatural.
Art Direction:
The visual storytelling in "All Night" is a lavish spectacle, rooted in the mystical symbolism of witchcraft. Drawing inspiration from a personal tarot deck, the video's aesthetic intricately layers symbols such as tarot cards, luminous crystals, and ancient spell books to immerse viewers in the arcane. Our approach was to craft each scene as a visual incantation, enchanting viewers with a narrative that is as visually arresting as it is emotionally stirring.
Our mood boards were saturated with references from popular witch lore, from "Sabrina the Teenage Witch" to "Winx," ensuring every element resonated with the theme's charisma and charm. The art direction meticulously mirrored the storyline's progression, from the awe of discovering magic to the climactic act of casting a love spell, ensuring that the visuals and narrative were in perfect harmony. Through a palette rich in magical motifs and a keen eye for detail, we crafted a world where love and magic dance in an endless night, capturing the heart of Preyah's song in every frame.
