A scalable identity system built around individuality—translating emerging artists’ origins into immersive cultural storytelling.
Overview
Origins launched as a 360° music storytelling series centered on one defining question: Where are you from? Each episode invited groundbreaking artists to explore their personal and cultural roots through narrative and live performance.
The creative direction drew from the metaphor of fingerprints and topographic contours—two forms of unique identification—to visually embody individuality while maintaining a cohesive series framework. The resulting system scaled seamlessly across digital, social, out-of-home, and immersive live environments.
Role
Creative Director — Led series identity development and campaign concepting across channels. Directed the visual system and its extension into experiential environments and cross-platform execution.
Series Trailer
