ASMR RELEASE CAMPAIGN
Brief
ByLwansta was building up to the release of the third and final chapter of his 3-part album titled SPIJØNGET, and was looking to extend the impact and life span of the lead single, titled ASMR, in the digital age and to ensure that the lead single and the project enjoy as much airtime with his audience as possible.
Solution
We developed a theme (Date Night) aligning with the subject matter of the lead single. We created and curated various assets and events, extending this theme across multiple platform and formats. from a social media campaign, a music video, and live events, all leading up to an actual date night. This created a community that rallied behind the single and created a stronger anticipation of the album.
Services
Creative Direction, Art Direction, Campaign, Cinematography, Content, Guidelines, Producing, Photography, Graphic Design, Strategy, Motion Graphics, Hand-Lettering, Video Editing, Public Relations, Copywriting
Inspired by the ASMR phenomenon and it’s often inescapable sexual undertone, ByLwansta introduces “ASMR” – a sensual and sexually charged R&B influenced hip hop song.
“I took the often uncomfortable intimacy of ASMR and turned it into an opportunity to express my sensual side, verbalising my inner thoughts.” The song features up-and-coming singer-songwriter Alisha Rosa, alternative R&B crooner Some.Unique.Individual & genre-bending, melodic lyricist, Rāms.
Its R&B-influenced composition & production set a sensual mood, lead by a pulsing synth bass, layered over an 808 and a soft synth pad. ASMR will appear on the final installment of ByLwansta’s SPIJØNGET Series, in Chapter Three.
Aesthetically, intimacy is implied by soft, dark silhouettes that call back to the TikTok “silhouette challenge”, a body-positive movement that empowered women to celebrate their bodies and sensual sides. It also lends condom brand Durex’s typographic treatment and aesthetic. All these serve to contextualize the music using visuals that the consumer’s mind is already familiar with.
CREATIVE, ART & DESIGN DIRECTOR: LWANDILE NKANYUZA
3D: OSHXKU
MUSIC VIDEO:
DIRECTOR/DOP: WILLIAM T. KHENTWA
PRODUCTION COMPANY: NORMVL IDEAS
EXECUTIVE PRODUCER: DOMINIC NTONGA
PRODUCTION PRODUCER: SBUSISWE LUHLONGWANE
GAFFER: SIFISO MSITHINI
EDITOR: LWANDILE NKANYUZA
ACTRESS: LUKHANYISO SOCI