Setting the Stage
Ever since I was a kid, I've had a passion for music and video. Back in high school, I was the kid who had turntables and was DJ'ing our teams basketball games while simultaneously diving deep into the world of video production.
Nearly a decade later, in 2012, that passion landed me on stages with artists like 2 Chainz, where I was capturing live performances, creating music videos, and developing branding for musicians.
2012
The Game Changer: Instagram Video
Just as I was beginning to get my footing in the professional music world, a major shift occurred in the social media landscape. In June 2013, Instagram released its video feature – which forever changed the way we consume and share content.
Initially, videos could only be recorded within the app, no uploads allowed — and they had to fit a restrictive 1:1 square format with a maximum length of 15 seconds.
Due to the limitation of the videos only being recorded in-app, all you would see was grainy videos of people stirring spaghetti, or their cat purring (I love cats!). However, after researching, I learned there was a hack to be able to upload videos from the camera roll, and it sparked something within me. An epiphany. I wondered "could I use motion graphics for these Instagram videos!?"
The Vision
Music advertising on social media in early 2013? Static album covers and images, that's it. It was like trying to promote a movie with a still frame – no action, no dialogue, no soundtrack. How can you possibly promote new music without the music?! A missed opportunity to truly connect with fans.
The state of social media advertising in 2012/13
I began to think this new Instagram Video feature could allow musicians to advertise their music to the world. It's hard to believe now, but back then, this type of advertising simply didn't exist.
What excited me most about this new format was no need for expensive equipment or travel. Just a computer, Adobe CC, and an internet connection.
Plus, no buying ad slots on network television! It's free!? I can reach millions of people worldwide, directly from my home in Orlando without hefty advertising budgets.
Initial Research
I knew this new video format had the potential to revolutionize advertising, and I found research to support my hunch. Studies showed a 25% increase in heart rate when sound was introduced to a story, highlighting the emotional impact that audio could bring to marketing.
But there was another factor to consider: attention spans. In 2013, the average attention span had dwindled to a mere 8 seconds (down from 12 seconds in 2000). This meant that ads needed to be concise, captivating, and visually engaging to cut through the noise.
This research confirmed my belief that the future of advertising was a blend of audio and impactful visuals. I was eager to explore this new frontier and help shape its direction.
The Leap of Faith: From Concept to Prototype
The challenge was clear: create an ad that showcased the power of this new video format while capturing the essence of my design skills. But where to begin?
I decided to take a leap of faith and create a self-promotional piece, a testament to my journey and a showcase of what was possible with Instagram video.
My first prototype of Instagram Video Ads (2013)
This self-promotional piece, while rough around the edges in retrospect, was a pivotal step in my journey. It served as my launchpad into this new world that was about to be Instagram video advertising. I was hopeful it demonstrated my willingness to experiment and push boundaries.
Things Started Moving
My early work quickly gained traction, catching the attention of artists, labels, and brands eager to harness the power of video. I collaborated with a diverse range of musicians and brands, from up-and-coming indie artists to established chart-toppers.
Uncharted Territory
I was in my Orlando apartment, crafting video ads for chart-topping artists, answering client calls, making revisions, and writing up invoices – all at the same time. It was a constant balancing act, but this experience gave me the confidence that I could handle any challenge thrown my way. It pushed me to constantly adapt to new demands.
Evolution and Growth
While Instagram video was a game-changer, the design world was undergoing its own revolution. In 2014, Google introduced Material Design, a new visual language that emphasized depth, motion, and intuitive user experiences. I was immediately drawn to its clean aesthetics and focus on user-centric design.
I began incorporating Material Design principles into my work. This involved experimenting with bold, flat colors, their depth and easing principles, and grid-based design decisions.
Snippet from Meek Mill Ad, Incorporating Google Material Design Principles (2015)
This period of growth and experimentation pushed me to refine my design sensibilities and expand my creative toolkit. I learned to adapt to new trends and technologies while staying true to my core design principles – clarity, simplicity, and user engagement.
The Impact
What started as an 'aha' moment ultimately reached well over 100 million people. These testimonials from industry leaders speak about the impact and originality of my video ads.
The social media response was overwhelming. Artists, designers, and influencers raved about the creativity and effectiveness of my work. It was a testament to the power of visual storytelling and the ability of a well-crafted ad to cut through the noise.
My client list quickly grew to include a diverse range of brands and labels, from major players like Atlantic Records and Warner Music Group to independent artists and rising stars. I was proving that my approach could resonate with audiences across various genres and styles.
Over 150 video advertisements later, my work had reached millions of viewers, generating buzz, driving engagement, and helping artists achieve new levels of success.
But the impact went beyond the numbers. Forget expensive video shoots, elaborate sets, and bidding wars for TV airtime. My approach revolutionized music advertising by making it more accessible and cost-effective. I was proving that impactful advertising could be created with a fraction of the traditional budget, empowering artists of all levels to connect with their audience in a meaningful way. While this shift was arguably inevitable, I'm proud to have played a role in shaping the future of advertising.
The results were eye opening to me. The albums and singles I made advertisements for consistently climbed the charts, achieving significant milestones and solidifying the artists' positions in the industry. (Yellow highlight means albums I worked on).
Even industry giants like Mark Cuban took notice, further validating the impact and reach of my work.
The Pivot to UX/UI: A Foundation for the Future
My experience in music advertising wasn't just a stepping stone; it was a launchpad that propelled me further into the world of design and user experience. The skills I honed – visual storytelling, user engagement, and crafting experiences within tight constraints – became the foundation for my future endeavors.
The essence of my work always revolved around understanding user needs and creating engaging experiences. Whether I was designing graphics for sporting events, animating broadcast packages, or developing other digital products, the principles remained the same.
Visual hierarchy and information architecture: My experience in composing engaging video ads translated to creating clear and concise motion graphics for broadcast and designing intuitive user interfaces for digital products.
Motion and animation: The dynamic motion I brought to album covers evolved into creating captivating animations for sports teams and mobile experiences.
User-centered approach: Just as I crafted video ads that resonated with music fans, I now approach every design challenge with the user in mind, striving to create experiences that are both engaging and effective.
Let's Connect!
I'm always eager to connect with fellow designers and creative thinkers. If you'd like to chat about this project, other After Effects solutions I've created, or just design in general, feel free to reach out! I'm always happy to share my experiences and learn from others.