I introduced the concept of the first-ever fan-contributed music video made entirely of custom IG face filters to Zeus Jones as a side project. And that’s exactly what we made as an experiment since we were exploring Gen Z identities and the principles of fluidity across culture. The gender and genre non-conforming artist, Dua Saleh, was the perfect artist to channel these themes to a Gen Z audience.
We selected four leading Spark AR filter designers from across the world (Buenos Aires, London, Berlin, Moscow) to co-create the filters. These designers were also influencers with sizable followings who helped activate the content on Instagram. The filters were available on Dua Saleh’s IG profile as we announced the release of a new record along with a lyric video for fans to lipsync while playing with the filters.
Fans recorded their clips and sent a DM directly to the artist for a chance to appear in the final music video one week later. We also hosted an invite-only launch event for Gen Z to experience the filters inside immersive 3D map-projected rooms while we collected qualitative responses throughout the night.
The final video premiered on The FADER.
View the full case study.
2020 Webby Awards Honoree winner.
Roles: Creative Director, Director, DP, Editor
Agency: Zeus Jones
