‘The Eye’ - YouTube Series

Whilst consulting for Warner Music UK, I was asked to help overhaul their existing YouTube format, ‘The Eye’.

The overriding concept I wanted to implement was to create a format which, whilst primarily being led by the UK team, could easily be replicated by teams across the world allowing a ‘family’ of visuals to all sit together - where lower budget versions for developing artists still sit naturally on the same channel as a high end visuals for global acts.

The concept was simple; one-take visuals with no gimmicks, providing a beautifully lit black and white performance that focuses on the music, allowing artists to perform their most natural live versions of these songs. All vocals are live and artists can either be handheld, sat down, behind a mic stand, playing an instrument; whatever it is they want to do to showcase their songs.

After concept creation, I directed the new second series alongside DOP Richard Dunton - with performances from up and coming stars such as JC Stewart, Elderbrook, and Paulo Londra, who amassed over 5 million views in two weeks after the release of his "‘Maldita Abusadora’ performance, and have continued to colour and post produce shoots from around the world.