I was asked to come up with a concept and creative direction for a music video to accompany the release of his new single "Shinai". The main goal for the video was to look into new branding possibilities to create a playground of assets to continue to build a new look and feel for his brand in the future. The rebranding was designed to give Curbi more mature look and feel as opposed to the bubble gum pop imagery which his brand has become known for in the past. The subject of Shinai, being a japanese sword for training purposes, proved to be an excellent start to literally use the video to transform the brand from beginning to start. The concept of the video is a nod towards anime series such as Dragon Ball Z in which the central character evolves into different forms, through several fights and training sessions, allowing the brand to evolve from a cartoon aesthetic into live action footage. The final video and characters produced and animated by Mitsi.
Creative Direction/Concept: Lesley QuistArt Direction/Production: Mitsi StudioMusic Video: Youtube