Middle Child

Sydney-based artist Maddy Barnham came to us for her debut single, Middle Child, with a clear vision: she wanted to prioritize her branding early in her career and establish a strong, cohesive identity. Inspired by singer-songwriters like Taylor Swift, Maddy's debut explores themes of being an outcast and feeling overlooked.

To reflect both sides of her artistry—her formal, business-minded nature and her free-spirited, creative side—we developed a visual campaign that captured this duality. For her photoshoot, Maddy's formal attire, including tailored suits, was paired with dynamic, creative poses to symbolize her balance of professionalism and artistic freedom.

“insert something”

For the live recording, we set Maddy in a pink room with an upright piano, creating a focused, intimate environment that allowed her to express the vulnerability central to Middle Child.

insert bts reels and bts music video

The music video took a bold, black-and-white approach to emphasize Maddy's sense of isolation. Dressed in black, she contrasts with two dancers in white, symbolizing her struggle to fit in. The video plays with the idea of facades, with Maddy moving confidently through set pieces, only to break down the illusion at the end, embracing the rawness of her true self.

“insert something”

By prioritizing her branding from the start, Maddy has laid a strong foundation for her career, and we're excited to see her continue to grow as an artist.