Overview

A music promo for Nuage IX's single Hex - a project spanning cover art, visual identity, and a cinematic Instagram ad. The brief was to build a world around the song: mystical, atmospheric, and magnetic enough to stop a scroll and pull a listener in. The promo ran as a paid Instagram ad and drove 15,000 Spotify streams within two months of release.

Approach

The project began with the cover art, establishing the visual language before a single frame of video was made. An AI-generated likeness of the artist was created and maintained throughout, draped in a star-scattered cape against a vast, moody sky, giving the project a consistent face and mythology. The branding work came first: custom typography, grain, monochrome palette, and a title treatment designed to feel handwritten and occult. The promo was built from that foundation outward, with every frame serving the world rather than just the song.

The result

A fully self-contained visual identity - from cover to screen - that translated directly into audience reach. 15,000 streams in two months, driven entirely by a single AI-produced Instagram ad. Proof that a cohesive visual world, built with the right tools, can do the work of an entire marketing campaign.