A JOURNEY INTO OLD CINEMA

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From a data standpoint, this campaign stands out just due to sheer volume, however, what made Midge Robie such an enticing artist was made evident from our discovery call with them.

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This newer hip-hop group was undeniable talent, but once they shared a bit about how they were positioning the group all the pieces started falling together organically. The song Kylie has everything we love in the modern genre of artists, meshing influences, but we had a unique angle with the two artists borrowing their names from older actors/characters from classic cinema.

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Each character represents different ideas and they already had these things established with their online personas, making for rich individual branding. Midge embodied a more gritty, black and white aesthetic and Robie was high fashion, polished, and in color. 

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With this in mind, we felt we could juxtapose the creative direction in multiple ways. For all of Midge's scenes, we embraced some more gritty in reality feelings, being all black and white and wishing for a world in color. where Robie was in the studio with a lavish setting and items like the car. Kylie became a bridge of worlds, representing a character that could live and lust towards multiple lifestyles while presenting her own image and control over both.

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