Echo Records / Music / 2026
AFTER HOURS
The music doesn't end when the lights go out. An intimate documentary about the moments between the moments.
- Film production
- Editorial
- Music & sound
- Post-production
The question
behind the work.
The challenge
Introduce an emerging artist without turning a personal story into a conventional promotional film.
The concept
Listen before you look. Backstage conversations and unfinished rehearsals reveal the person behind the performance.
Creative direction
A world you
can feel.
Available light, patient frames and close sound. We let the spaces, silences and small gestures carry the story.
From treatment to touchpoint
EVERY FRAME.
ONE IDEA.
A documentary treatment, a portrait series and a release-day content system bring the artist's process into focus.
Held in a frame.
Photography / Editorial stills
Illustrative campaign imagery. A study in light, texture and visual continuity.
Social / Distribution
Same world.
Different windows.
Vertical stories, detail crops and editorial frames give each channel its own perspective. The creative direction stays recognisable across the whole rollout.
What the idea
makes possible.
A documentary concept, eight portrait frames and four release-day edits. Sample deliverables; no real audience metrics are claimed.
A self-initiated Midenus concept. All brands, results and campaign credits are illustrative. No real client relationship or commercial campaign is claimed.
Credits
- Client
- Echo Records (fictional)
- Studio
- OFFBEAT (Midenus concept)
- Creative direction
- Alex Mercer / illustrative credit
- Production
- Jamie Chen / illustrative credit
- Design
- Rae Williams / illustrative credit
- Photography
- Generated editorial imagery
- Development
- Midenus / Next.js, React, TypeScript, GSAP
