A Matter Of Perspective

As part of the social media roll-out of the A Matter Of Perspective album, I created some teaser images and videos to fuel the hype leading up to the release of the singles. These teasers take a deeper dive into the world sketched by the album covers and explore the events that might have led up to what is portrayed in the album covers.

To enhance the stories told by the singles on the album I teamed up together with DNZ Media to create three full-length hybrid lyric/music videos. The goal for these videos was to take the stories told by the album cover and track and to put them in a real-world perspective. To capture the look and feel of every single, we had to critically look at where and how we would shoot the video and how we would style the locations so we ended up shooting the videos in both California and Washington. Working together with DNZ was a pleasure as always and I'm really happy with what we've created.

To honor the full story of "A Matter Of Perspective", a story that's been in the making for over 5 years. And to lift the veil for the first time on what our take on the body of work was as creators we decided to encapsulate the whole project into a guided video museum. We'd done psychical Art-Galleries before and we originally planned to do one for "A Matter Of Perspective" but since the work decided to go on pause due to COVID-19 anything in person was out of the question. This led to us thinking on our feet and taking these original ideas and applying them digitally.

The museum was created in Unreal Engine which allowed for real-time rendering and streaming, combined with a physical camera operated by yours truly in real-time made a super immersive experience for the viewers. The museum was originally released on Discord as an interactive experience where the viewer would be guided throughout the three rooms of the museum via live-streamed walkthroughs and later got uploaded to Youtube due to high demand.

The final piece of the puzzle was to create a vinyl package for the album. This is DROELOE's first physical music release and to celebrate this we went all out!

The vinyl package consists of a 350gsm triple gate-fold jacket that slides into a custom box sleeve that houses the three transparent 33rpm disk paired together by a 12" 3-phase lenticular print.

Designing for print is always something fun and holding the finished product in my hands for the first time felt like a surreal experience, all in all, a great way to conclude my time as being part of the DROELOE project!