Biig Piig

The Brief

Biig Piig (Jess Smyth) wanted a visual campaign that defied traditional music promo formats - a series of interconnected, emotionally rich character vignettes to accompany her debut album 11:11. The goal - build a world on Instagram that captured the spirit of the music through a narrative lens, not just visuals, and to connect with fans on a deeper, more cinematic level.

The Approach

Director and Creative Director Claryn Chong partnered with Biig Piig to craft a six-part episodic campaign made for social platforms - but with the emotional weight and visual language of arthouse cinema. Working from Biig Piig’s original character concepts, Chong developed a city-based narrative told through intimate, hand-held vignettes, each centered on a different fictional character and grounded in personal emotional truth.

Shot over two jam-packed days, the campaign spanned short-form episodes, visualizers, and extended music videos for “4am” and “Decimal.” Influenced by the raw, close-up style of Andrea Arnold, each piece was color-graded and cast with care to preserve realism and emotional continuity across episodes. Despite tight timelines and zero rehearsal, the project delivered something special - a music campaign that felt more like a heartfelt indie film than traditional promo content.