@MRSADYPARISLAZY 27: what you forbid yourself makes the image
How the art direction of the “Lazy” video was written before the shoot: three sorted references, five colours, effects by the drop and a list of things not to do.
AVANT-GARDE: pitching a creative house
Six contacts, six invoices, nobody in charge of direction: how the AVANT-GARDE pitch deck tells the story of a Brussels creative house, from the problem to the finish line.
« We don't manufacture artists. We accelerate the ones who already have something to say, from production to the music video to the exhibition, under one roof. »
The opening screen of the deck
AVANT-GARDE is a creative house in Brussels. I'm part of the team — on art direction and production — and designed the pitch deck, the logos and the team presentation videos.
The problem, in one line
“Brussels has an enormous number of creatives. But an artist who wants to break through has to coordinate, alone, a beatmaker, a studio, a mixing engineer, a video director, a graphic designer, a press officer.” Six schedules, six quotes, six aesthetics — zero coherence. The result: real talent that stays invisible.
A house, not a studio
“A studio sells hours. A video director sells a music video. Nobody sells the whole chain.” The offer fits in one sentence: the artist arrives with a sound on their phone; they leave with a mixed track, a music video, a brand identity and an exhibition plan.
To hold that promise, the deck presents a team of seven — “you would have to be seven to copy us”: the sound, the live, the image, the word, and the direction.
Six steps, in this order
- 01 · We listenOne session, no commitment: what the artist has already done, what they want to say, where they really stand.
- 02 · We set the directionA world — references, palette, tone, intent. “This is the step everyone skips, and that's why most projects look alike.”
- 03 · We produce the soundRecording, mix, master: a finished track, ready to release.
- 04 · We produce the imagePhoto, music video, content. “The image is treated as the equal of the sound, never as an accessory.”
- 05 · We build the identityLogo, guidelines, variations, online presence: what makes the artist recognisable without reading their name.
- 06 · We make it seenRelease, promo, media, stage: a release date that holds and a distribution plan.
« A release date that holds, a music video published, a media appearance. We don't stop at delivering the files. »
The finish line, in the deck
The art direction of the deck
The deck is itself a demonstration: a black and chrome identity, metal butterflies as a sign, tight typography and screens that read like posters. The whole thing can be viewed on Figma.
ALSO IN THE JOURNAL
- @MRSADYPARIS
- @MRSADYBRUSSELS
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