About the Project
In a world of half-baked attempts at virality; short form clips that appeal to the lowest common denominator, I, along with production company LiveTwoCreate, had a different vision: to build worlds for audiences to fall in love with. Our medium was through popular musician Pertinence, who already had an existing fan base.
For the Pertinence project, the goal was never virality; our goal was to convert casual listeners into dedicated fans. We would do this by world-building and crafting lore for his his audience to explore.
Pertinence and I collaborated on a series of videos that told his story, from his point of view. We would scripted and shot videos about a variety of topics, from his 18th birthday, his favorite teddy bear growing up (who we gave a British accent), to his move to Los Angeles to pursue his dreams.
The videos did close to 1M views across platforms and helped tell the Pertinence story for casual listeners who became invested in his lore.