Communication/Marketing, Direction Artistique, Motion Design

Muse x Cryogenesis – new fictional album

New album

Brief

The MUSE group, upon the release of their latest album, CRY O GENESIS, issued a call for proposals to create promotional videos for their social media platforms. The task is to convey the values of the album, particularly the essence captured in its title.

NOTE D’INTENTION

Our objective is to promote MUSE’s new album across social media platforms. But how do we discuss the album without revealing too much, while also creating an air of mystery?

For this project, we decided to play with textures associated with the album’s title:

  • Water for “cry” (to cry)
  • Ice for “cryo”
  • Nature for “genesis”

We’ll create short videos (4 to 7 seconds long) blending these different textures (water-ice/ice-nature/nature-water…) for social media platforms (stories…).

In each short video, numbers will be subtly integrated, and this will unlock Muse’s website. (the password will be the album’s release date: 12-05-22, in the UK format) Upon entering Muse’s website and entering a valid password, we’ll discover the animation of the logo for the new album: CRY-O-GENESIS, and we’ll be able to explore animated album covers for certain albums.