AVICII Case Study
AVICII LE7ELS
Universal Music Group had a new EDM artist from Sweden they wanted to break globally called Avicii
CHALLENGE
They approached Petros to develop a video concept that would get their artist noticed amongst Millennials and Gen Z world-wide. Petros worked with Avicii to understand the symbolism and creative behind his album ‘Levels’.
METHOD
CREATIVE : LIVE ACTION DIRECTING
RESULTS
The ‘Levels’ video went on to be nominated for multiple MTV awards including video of the year. Avicii went on to become one of the biggest EDM artists in the world. The video has been used to teach music video film making at the University of London and has captured the attention of audiences world wide with over a half billion views.
LE7VELS ALBUM COVER ARTWORK
Avicii takes his name from the the lowest level of Buddhist hell, where the worst souls have a chance for rebirth. Avicii’s album cover had the image of an elevator in an office building. Petros took these two concepts and created a story about an office worker who wakes up to the realization that he is living in hell.Everyone around him thinks he’s crazy because he can’t stop dancing, but then his craziness becomes infectious and causes a global pandemic. Petros wrote, directed and choreographed the Level’s Video for Avicii.
AWARDS
The LE7ELS video was nominated for Best Video at the MTV VMAs. LE7ELS went up against Beyonce and Chris Brown for Best Choreography.