VIDEO PRODUCTION

DIRECTOR ASSIST

CREATIVE DIRECTION

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Music video

Arsenium x Paula Hriscu - Lumea asta

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Background
Arsenium (Arsenie Todiraș), a pop singer from Moldova, known for his solo career and his time with the group O-Zone, and Paula Hrișcă, a Romanian artist dedicated to traditional music, collaborated on the song “Lumea asta”. In this project, the Landa Marketing team was responsible for creating a music video that reflects self-discovery, reconnection with cultural roots, and the emotional intensity of the song.

Objectives
• To create a music video that captures the self-discovery of the two artists through powerful visual imagery, reflecting their connections to tradition and culture.
• To blend modern elements with traditional Romanian and Moldovan influences in a captivating and innovative way.
• To convey a message of authenticity and introspection, inspired by the song “Lumea asta.”

Challenges
• Creating a music video that expresses self-discovery without losing the visual impact or message of the song.
• Synthesizing modern and traditional aesthetics while preserving the cultural authenticity of the song.
• Designing a dynamic visual concept that is accessible and appeals to a diverse audience.

Solution
The Landa Marketing team developed a complex visual concept, using a scenario with dynamic effects, 3D imagery, and a visual story that reflects self-discovery and a deep connection to traditions.

Results
• The creation of a memorable music video that captured the essence of the song “Lumea asta”, being appreciated by both fans and critics.
• A significant increase in the visibility of the song and the attraction of a larger audience on digital platforms.

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