THE VIDEO

Universal Music Group had a new EDM artist from Sweden they wanted to break globally called Avicii. 

THE ASK

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’. Petros created a story about a man who wakes up to realize he is living in hell. Everyone around him just thinks he’s crazy. But his craziness is infectious. 

Petros wrote, directed and choreographed the Level’s Video for Avicii.

RECEPTION

The ‘Levels’ video has become a classic, used at the University of London as an example for teaching music video making. It went on to be nominated for multiple MTV awards including video of the year. It has been viewed nearly half a billion times.