AMAZON MUSIC (FLEXEO) / ALL EYES ON ME
Role: Creative Direction/Concept/Graphic Design/ProductionAmazon Music wanted to kill it with an urban music playlist featuring Flexeo. They showed everyone to know that they are in tune with what’s hot on the internet and streets. And right now, the trend is blokecore or wearing a football jersey with any looks.
So we started to brainstorm a concept to combine the football world with music to create the FLEXEO’s jersey.
We thought that stepping onto the field is stepping into the spotlight, showing what you know how to do. Just like in urban music, going out to drop some lyrics while everyone watches. Yes, when you are flexing, all eyes are on you.
Concept: ALL EYES ON ME.
Next step: How do we translate this concept to a jersey? We made sure that all eyes turn to the jersey every time someone wears it. And mind you, a kit isn’t just a jersey; they also made sure that ALL EYES ON ME comes with a scarf and underwear. Additionally, as there are a thousand ways to flex these garments, we created some instructions to show you a few of them.
The idea was to showcase the ‘trend vigilance’ studio from which Amazon Music creates FLEXEO.
Now that the clothing was ready, it was time to showcase it. In video format. With people rocking it. Making everyone eager to have it. We thought about showing how FLEXEO keeps its eyes on all the artists who are killing it. Keeping an eye on trends, what’s hot on the streets, and breaking the internet. All to curate the best urban music playlist of the moment.
This campaign also featured a launch event and concerts in partnership with DICE. Here’s the recap from Los 40 Principales so you can see what they had going on.
