Exuvia Case Study

 

For the launch of the album EXUVIA, Universal entrusted us with the development of an immersive and intimate experience capable of laying bare Michele Salvemini’s, aka Caparezza, creative journey.

Exuvia Case Study

 

For the launch of the album EXUVIA, Universal entrusted us with the development of an immersive and intimate experience capable of laying bare Michele Salvemini’s, aka Caparezza, creative journey.
The Universal record label has grasped the potential and effectiveness of an interactive virtual tour, the technological medium identified as ideal for the launch of the album and the promotion of one of its leading artists.

Exuvia Experience is the creative synthesis of each of the 19 tracks of the album. A virtual experience with a highgly emotional impact, built as a metaphorical inner journey of the artist.

Creative Days as a necessary moment of co-creation with the client leading to the design of a clear and shared concept. Using Moodboards, Storyboards, Reference audio, Tree maps and brainstorming sessions, we framed Michele’s ingenious artistic sensibility, finalized the record company’s needs and delved into the album’s core messages.

Immersive Space. The creative exploration and initial designs stages culminated in the final production phase. Assets and spherical spaces, all meticulously modelled in 3D from scratch, frame the original contributions Caparezza has produced for the occasion.

The immersive platform also played an important function in supporting Universal’s press office.
By replacing the physical space that would have hosted the release event, the virtual tour accompanied all journalists through an intimate journey into Caparezza’s world, culminating in a Live Room where the artist was ready to welcome them in person.