The XTM Agency Release — Florian Music Video Outline

Imagine a young, bright-eyed, eager artist. He has a passion for music and a gift for singing. He wants to go even further than where he is but is unsure of how to get there.

Enter XTM+, a ‘fairy godfather’ of sorts. We don’t wave a wand, but we do create magic, and this is achieved by really getting to the crux of what makes an artist, well, themselves.

When Florian Roussety approached us last year, he knew that he wanted to share his gift of song not just with Mauritians but on an international level.

He wanted to showcase his talents and personality while retaining his authenticity and relatability.

To do this, he needed to establish a unique brand identity.

Our process of execution began with finding out exactly who Florian Roussety is. Our team asked him questions about his childhood, and we spoke to his friends and reviewed comments on his social media to get a taste of his engagement. We even brainstormed and came up with a slew of descriptive words that could express his personality’s essence.

Next, it was a discussion of what visuals he felt best represented him. Our Graphic Design division created drafts of various logos in multiple colorways, and Florian was an active part of the process every step of the way. If he thought something needed a bit of tweaking, he knew that our creative platform, XTM Agency, was a safe space to do so, and this resulted in images that perfectly showed his quirky and artistic energy.

Now to Florian’s vocals, Avek Twa was his original song chosen to create a music video that would introduce him to the world, and he wanted to get it just right. We had in-depth discussions with him on storyboarding, production, planning, and creative expression. Our Audio & Visual team created three storyboard concepts, and Florian gave his valuable and appreciated input on which one spoke to him the most. Emphasis was placed on him expressing human emotion with a few tweaks made, and once we decided on a vision, we proceeded with filming.

To say that the filming process was fun would be an understatement. Florian threw himself wholeheartedly into the ‘role’ of his artistic self and was quite expressive and engaging with other on-screen characters, some of whom had no clue what was going on, which their expressions betrayed. Still, they were good sports, nevertheless.

Watch now to see an example of this in the teaser, viewable here:

We kept this scene, as authenticity is essential. When helping artists identify their brand, there is no pretense; what you see is what you get with some multi layered character traits thrown in.

As we continued to film and edit Florian’s visual project, he was referred to at this point referred to as the ‘OC, Original Chief’ and continued to provide his input to our creative team on our XTM Agency platform.

This transparency and creative collaboration birthed a wholly authentic and engaging project that epitomized Florian’s personality, exemplifying his gifts.

Some hashtags used to promote the video were #musicalquirk #lifehugger #singersongwriter. These speak to his character and are now a part of his brand.

View the final production for Avek Twa short film here:

If you’re a Creative in any discipline, we at XTM+ invite you to come on a creative journey with us.

You just may find yourself!

By Nadine A. Jack (XTM; 2021)