Context

The brief asked for more than a promotional campaign for pianist Joep Beving’s music — it asked for a way to hold collective melancholy in public, using his compositions as the emotional register, and to make the experience something audiences would want to return to rather than watch once.

Approach

The concept moved participants through three stages — mindset, offering, and closure — starting with short films to set a melancholic tone, moving into an individual and then collective ritual built around a Tree of Life that grew as participants fed it their own memories, and ending in a concert staged under moonlight as the symbolic close of one cycle and the start of another. As producer, the role was holding the whole concept coherent across a six-person team — the connective work between concept, design, and technical execution rather than any single deliverable.

Outcome

The concept was developed to full proposal stage — onboarding, the Tree of Life ritual, the concert, and a take-away and follow-up sequence — and presented directly to a contact at Universal Music Germany for Joep Beving’s album campaign. Not a hypothetical exercise: a real pitch, to a real industry stakeholder, for a working artist’s release.