VIDEO PRODUCTION

DIRECTOR ASSIST

CREATIVE DIRECTION

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Music video

RUBY - Vina mea

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Background
Ana Claudia Grigore, born on January 28, 1989, in Medgidia, Romania, known by her stage name Ruby, is a well-known singer from Romania. Her latest project, Vina mea (My Fault), explores the emotional journey of a woman dealing with a breakup. The music video focuses on the introspective moments following the breakup, where the protagonist reflects on her feelings while being alone at home. 

Objectives
• To create a visually strong music video that reflects the emotional turmoil and introspection of a breakup.
• To highlight Ruby’s emotional depth and authenticity, creating a connection with the audience who can relate to the themes of pain and personal growth in the song.

Challenges
• Conveying deep emotional moments in a visually captivating way, without overwhelming the audience.
• Capturing the vulnerability and authenticity of the protagonist while maintaining Ruby’s elegance and authenticity.
• Creating a narrative that resonates with the audience who has experienced similar emotional journeys, while staying true to Ruby’s unique style.

Solution
• The Landa Marketing team developed a concept that focused on intimate, close-up shots of the protagonist, capturing her journey through reflection, self-care, and emotional release.
• A consistent visual concept was applied throughout the video, focusing on Ruby’s strong connection with the audience and the emotional depth of the song.

Results
• A visually engaging music video that resonated with Ruby’s fans and a wider audience.

• The video captured the emotional essence of Vina mea, strengthening Ruby’s connection with her fans through shared experiences of pain and healing.

• Increased visibility on digital platforms, with high levels of engagement and positive feedback from those who connected with the personal side of the video.