OH MY GOD!
ALIYA returned to us with her latest single, OH MY GOD!, a track that dives deep into the unsettling emotions of feeling stalked and out of control. After breaking down the song's origin, ALIYA revealed it was inspired by a guy who was “freaking (her) out.” With this powerful backstory, we knew we needed to craft a visual narrative that would reflect those intense feelings of fear, anxiety, and the suffocating loss of control.
After discussing the song's themes, we decided to take a bold, creative approach to the visuals—something unique that would make ALIYA stand out. The concept we landed on was the idea of being controlled like a 'puppet', a visual metaphor for the way the stalker's presence made her feel as if her every move was being manipulated.
insert bts music video
The campaign took on a striking, red-dominant aesthetic to reflect the intensity and danger of the situation. For her photoshoot, we brought in a model to act as the stalker, pulling ALIYA down and obsessively controlling her movements. These images were further enhanced by a "puppet-style" simulated shoot that captured ALIYA in a state of disassociation. The striking visuals tied directly into the music video concept, which would carry these themes even further.
For the music video, we enlisted the help of 25 dancers, choreographed by the exceptional Dylan McClelland, to bring the puppet concept to life. The dancers moved in a controlled, almost robotic manner, simulating the feeling of ALIYA watching her own life play out on stage, as if she were trapped in a nightmarish puppet show. The performance was meant to convey her sense of being tortured, uncomfortable, and completely overwhelmed by the situation.
To keep the visual consistency throughout the campaign, we carried the 'puppet' theme into her live recording performance, where ALIYA performed with a live band. Her makeup was designed to enhance the puppet-like effect, ensuring that the concept remained strong and cohesive from photos to video to stage. Every element of the campaign was carefully thought out to build a complete, immersive experience that resonated with both the song's message and our visual execution for ALIYA's project.
“My favourite part of this whole experience, I'd say, is the whole experience. But if I had to choose, I'd say seeing a project come to life was just amazing. One of my other favourite parts about working with Amino Swiss is that you kind of sit back, and relax and focus on your own music, and they do all the hard stuff for you…”
The result? A captivating, immersive campaign that not only captured the raw emotion behind OH MY GOD! but also showcased ALIYA's ability to push boundaries and step outside the conventional. We're incredibly proud of how this project came to life and are excited to see the impact it will have on ALIYA's growth as an artist.