Music Video

Carla’s Dreams - AE

Background
Carla’s Dreams, a successful music project from the Republic of Moldova, was founded on January 20, 2012, in Chișinău. With an anonymous group of singers and composers, the band captivated audiences in both Moldova and Romania, releasing memorable hits such as the collaboration with Inna on the single "P.O.H.U.I" in 2013. The band is known for blending various musical genres, including hip hop, rock, jazz, and pop, and for lyrics that evoke the everyday realities of life. The name Carla’s Dreams is inspired by the character Karla from spy novels by writer John le Carré, and the lead vocalist "Sergiu" and his bandmates keep their identities secret during public appearances, wearing hoodies, sunglasses, and masks created through makeup.

Objectives
We was responsible for the creative direction and production of the music video "AE" by Carla's Dreams. The concept aimed to depict the eternal love story between a couple, highlighting the idea of "AE" – an abbreviation for "aeternity" or "eternity." The message of the video was to capture the feeling of a deep, timeless connection between the two lovers, experiencing a love that transcends the limits of time.

Challenges
• Conveying the message of eternal and transcendent love in a visually captivating way without overdoing it or becoming cheesy.
• Creating a visceral atmosphere that reflects the depth and complexity of the relationship between the two protagonists.
• Producing a video that resonates with the young audience and the band’s fans, while staying true to Carla's Dreams’ unique and innovative style.

Solution
The Landa Marketing team created a video that reflects the enigmatic and profound atmosphere of the song. Using a mix of symbolic imagery, artistic and dynamic shots, we managed to convey the sense of "AE" – a love that knows no boundaries. We implemented a subtle color palette, focusing on portraying a day in the life of the couple living that "AE" sensation.

Results
• Major impact among the band’s fans, with the video going viral on social media platforms. (12 million views) on YouTube.

• Significant increase in engagement within the band’s online community, with extended comments and discussions about the theme of eternal love and what "AE" means.

• Strengthened the image of Carla’s Dreams as an innovative music project, with a highly personalized aesthetic and a universal message.