Bridging music and imagery with .raw
Context
.raw is a musical interpretation platform envisioned by renowned art director Fifou. The concept revolves around intimate performances, filmed in a continuous single-shot sequence, immersing the audience into the artist’s world. Additionally, the project incorporates ephemeral fashion capsules co-created with the artists, bridging music, visual art, and fashion. Our team was selected as the creative lead for the project after winning Fifou’s art direction competition.
Concept Development
The visual identity of .raw was heavily influenced by the aesthetics of photography. The monochromatic palette and minimalist typography emphasized simplicity and elegance, mirroring the clean lines of a photo studio. The logo, with its subtle punctuation and lowercase styling, reinforced a feeling of raw authenticity and openness. We incorporated photographic elements, such as polaroid-inspired frames, grain textures, and curated layouts, to echo the platform’s artistic vision.
Scenography
To capture the intimacy of an artist, we designed a familiar, comforting space inspired by everyday environments. The minimalist, white living room set created a neutral yet warm atmosphere, ensuring the artist and their photographs were the focal points. Vibrant, framed photographs were the only elements of color, highlighting the interplay between music and visual storytelling while allowing the artist to take ownership of the space.
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