GRND 6th MV & ALBUM pack

Fusion Gukak BAND 'GRANADA' 6th Digital Single "Rise of Phoenix" Musicvideo & Performance Video Project with Album pack / Digipack / Photobook / Photocard

Scroll to explore

About the project

DIRECTOR _ 노희철 PRODUCER _ 이근혜 D.O.P _ 노희철 B CAM _ 최경헌 2ND AC _ 황건희 GAFFER _ 강병주 BESTBOY _ 홍진욱 KEY GRIP _ 조인형 EDIT / D.I _ 노희철 VFX _ 이보라 MATCH MOVER _ 박현주 COMPOSITOR _ 이근혜 PROP GRAPHIC _ 차현석 STILL & MAKING _ 조성민

GRANADA came to us with the goal of connecting the traditional identity of Korean music with a contemporary visual language. The project was not simply about producing a music video or creating album imagery, but about building a cohesive visual world that could express GRANADA’s music and identity across film, photography, and physical album design.

Challanges

We began by translating the rhythm, energy, and unique intersection of tradition and modernity in GRANADA’s music into visual form. The music video and performance video explored different dimensions of the music — from narrative and atmosphere to the energy of the artists in motion. For the album cover and individual photography, we developed a visual direction that highlighted each member’s character while maintaining a strong and unified identity for the group.

The project extended far beyond the shoot itself. From the album digipack to photocards and photobook, every physical element was designed as part of a single visual system. Film, photography, graphic design, and print were treated not as separate outputs, but as interconnected parts of the same album and creative world, maintaining a consistent tone and art direction throughout.

Summary

GRANADA needed a visual identity that neither repeated conventional imagery associated with traditional Korean music nor relied entirely on contemporary aesthetics. The challenge was to create a new visual language — one rooted in Korean musical tradition, yet capable of existing naturally within today’s music and visual culture.

We approached the project as a complete visual production, spanning the music video, performance video, album cover, individual artist photography, digipack, photocards, and photobook. By connecting every medium through a consistent creative direction, we transformed GRANADA’s music into an experience that could be heard, seen, and ultimately held.

DISCOVER MORE