What we did?

Me and my team partnered up with Cosmos Music to rebrand Molly Hammar from being a Swedish schlager artist to a more urban/edgy artist with the goal of gaining attention on the UK/US market. Our first task was to create a roll out for her song "No place like me" ft. Big Narstie, a well known UK artist and public person. For that we arranged a photoshoot and a campaign using QR codes on posters around Stockholm connecting it to a website where the fan could pre-save the song.

The second song was "Words" where we put a lot of effort into the music video and the visual feeling.
One story in the world we live in and another in an abstract world. The worlds convey different emotions and scenarios in a thoughtful way. The "real" world focuses on Molly's presence and her traits that disprove pessimists. The abstract world reflects the metaphorical development of Molly's artistry.The motive is to show that only we ourselves can learn to love ourselves. We created the abstract environments using VFX and 3D. It´s not very common to use VFX in Swedish music videos. That was our nisch as well as our style of creating since we had the opportunity to do so.

The third song was "Show me" ft. Kim Cesarion. Nature meets soft textile structure. Natural pleasant light combined with matching tones in styling and backdrop. The light in this concept will be the key to good pictures. We used green vegetation for a breaking contrast. The palette in the picture was always unitary to get the whole as soft and harmonious as possible. Therefore, we soften the sun's strong rays of light with filters and plants in the foreground to get nice shadows on Molly and Kim. It was all about having fun and get an authentic feel good vibe. Later on i directed the music video for "Douchebag" which gained a lot of attention due to the provocative video of Molly acting a satire of a douchebag. The video has been seen in national television and is one of her signature songs.

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