The ARIAS Promo is a very organic promo campaign. I sat down with the artist for 15 minutes before we shot and recorded an interview with them. Out of this I took moments that I knew would be visually interesting to depict and got the artist to draw them in the air with a light pen.
The idea came from a promax winning spot I saw from overseas. I still love the effect of the light trails.
The artists were caught out a number of times because they had to write backwards to camera.
