I’m developing a social media campaign that introduces Mexican composer Carlos Saenz’s Berklee College of Music thesis to the world. Campaign rollout includes a full-length music video, cover art, social media strategy and posts.
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Social Media Campaign, Music Video Production and Direction, Animation, Design, Cover Art
Client: Carlos SaenzYear: 2022
I wrote, directed, animated, and produced the music video for “Paciencia”
At our first discovery meeting, it was clear to me that Mexican composer Carlos Saenz wasn’t looking for just another music video. He wanted an unforgettable visual experience.
He had spent over a year in production perfecting his orchestral ballad "Paciencia". Unrelenting in achieving his vision, he re-recorded the entire piece several times with a formidable roster of international jazz and classical musicians. The release of his first single had to be as profound and dazzling as the song itself. I myself cried the first time I heard it.
The entire song is an emotional rollercoaster, an ode to the awful beauty of having patience. In order to bring the poetry in Carlos's lyrics to life, I would need to showcase the orchestration in a way that allowed casual music lovers to appreciate the intricate musical details.
My first decision was to enlist Paula Acevedo, a Colombian born multi-media artist. Together we created and sourced hundreds of individual assets I would need in order to create a magical universe that danced to the rhythms of the instruments. I would spend the next 6 months directing and animating a journey through it.
The music video became so iconic for Carlos that he decided to delay the release of “Paciencia” in order to have us produce the entirety of the release campaign.
The cover art we designed for the digital release of Paciencia
One of the square video assets I directed and animated for the Instagram campaign.