BAYEM — "JOYRIDE" SINGLE
"Joyride" juxtaposes a narrative about a complex and confusing relationship with a euphoric sonic housing, placing the raw lyrics inside the feeling of new love. We needed to make sure that the visual system for the song accomplished the same goals of "light and dark", and managed to harness the song's hook and theme in an exciting way.
Our visual solution was to make the campaign revolve around a classic, gold 1972 Pontiac Ventura Spirit which would be the physical manifestation of the joyride, both for it's strength and timelessness. We photographed the car, as well as the artist in it, and made it a central character in all visuals. An initial series of film posters was revealed to promote the song's release, with the poster aesthetics coming to life in the music video. Filmed components were made against a massive greenscreen to capture the surrealist feeling seen in classic Hitchcock, Bond, and Tarantino driving scenes.
"Joyride" was released to acclaim in summe 2021, with Spotify adding it to their "Fresh Finds: Pop" playlist, marking BAYEM's first editorial placement on the platform. The song was also featured in the 2022 Hulu original film, "Sex Appeal."
FILM
DESIGN
TYPOGRAPHY
PHOTOGRAPHY
.PRODUCED AND WRITTEN BY:
BAYEM, OWEN THOMAS.
MIXED BY: GEOFF SWAN.
MASTERED BY: ADAM GROVER AT STERLING SOUND.
BAYEM, OWEN THOMAS.
MIXED BY: GEOFF SWAN.
MASTERED BY: ADAM GROVER AT STERLING SOUND.
PHOTOGRAPHY: ATHENA MERRY.
PRODUCTION COORDINATOR: BRIANNA ARAGON
DESIGN: SAM KAUFMAN.
FILM DIRECTION: OWEN THOMAS.
DP (FILMS): MIKE YONTS.
PROD / POST: ABSORB.
LABEL: ABSORB.
EXECUTIVE PRODUCER: JARED SPARKMAN.