Working with Universal Music and Aidan Zamiri at Object and Animal, we helped turbocharge the release for Gracey’s new single Empty Love, featuring Australian artist Ruel. Shot and produced entirely remotely, we had a huge ask of Gracey to handle everything on set herself. We insisted on only using off-the-shelf hardware for the shoot, from webcams to Facebook Portal to GoPros, to prove a particular point: that you can take charge of your image and generate killer content without needing high-spec equipment.
We really wanted to accelerate the democratisation of production. By further leveraging AR effects and nimble post we were thrilled to be able to put together a rich visual landscape for Gracey to help showcase her talent and celebrate her awesome collab.
Behind the Scenes:
Press
“GRACEY has progressively teased the release of ‘Empty Love’, and the announcement of Ruel’s feature on social media in the last two weeks. On Wednesday (May 20), the Brighton singer shared a snippet of the track’s visualiser on Facebook as a 360 degree video.”
“A duet with Australian pop star Ruel, the song is more concerned with the dangers of performative happiness on social media.
It's a topic Gracey wrestles with: She recognises that only posting on her good days builds up a false impression, but is instinctively wary of over-sharing.”
“This rising young artist worked with a large global creative production team to create a stunning music video and series of creative augmented reality ads for her new single across Facebook and Instagram, resulting in a 1.6-point increase in awareness.”