Assignment — Concept, music video & album cover
Client — Universal
“Halvvägs i trappen” is Martin Masarov’s first single from the upcoming album, which is about emotions that are common in heartache. A central part of this production was the preliminary work where we interviewed Martin so we could better understand the feelings he wanted to convey with this track.
In the creative process, we converted these feelings to an abstract concept, where a pyramid symbolizes the grief and the emotions that the protagonist in the video carries with her in different environments. We’ll see her go through the shock, denial, guilt, anger, sadness and depression and finally acceptance. All these emotions are bubbling inside of her without outsiders seeing or noticing anything.