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A professionally directed music-video concept created entirely digitally, demonstrating what can be achieved without a traditional film production.
Parfumu pe piele - Xya
This project explores that possibility through a fully digital production built around an original song, an artist performance, cinematic direction, virtual locations, lighting, camera movement, animation and visual effects.
The goal was not to imitate a traditional production, but to demonstrate how current AI-assisted technology can give independent artists access to a level of visual storytelling that would traditionally require a much larger production budget.
THE CORE IDEA
The project isn't about making AI imagery. It's about using current digital technology to construct a complete cinematic production that would traditionally require a physical cast, locations, lighting equipment, cinematography and a production crew.
Creative Direction
This project explores the space between memory, reality and artificiality through a cinematic visual narrative built entirely in a digital environment.
At the center of the film is a male performer and a female figure that exists in two distinct states: a motionless mannequin and an ultra-realistic human presence. The distinction between the two becomes increasingly ambiguous as fragments of another reality appear throughout the performance.
The visual world is deliberately reduced to deep blackness and controlled light. Stroboscopic flashes briefly reveal the characters, their movements and fragments of the environment, turning the lighting itself into part of the narrative and editing language. Between flashes, the viewer is left with incomplete moments — as if watching fragmented memories rather than continuous reality.
The male performer moves between solo performance, interaction with the mannequin, and fleeting memories of the woman as a living human. Their physical interaction develops through contemporary choreography influenced by the fluidity and precision of ballet, but interpreted through a more organic and expressive movement language.
The human sequences are treated almost as fashion-editorial memories: more fluid, dramatic and visually expressive, while maintaining the same visual universe as the mannequin scenes.
Rain appears only when caught by the light, adding another physical layer to the darkness. Every element was designed around believable physical behavior — body weight, clothing movement, skin, hair, rain, reflections and material response — to create a contrast between the surreal concept and physically convincing imagery.
The cinematography moves between extreme close-ups, observational angles, slow camera drift and abrupt temporal jumps. The flashes and changes in perspective are rhythmically connected to the structure of the original song, allowing the music to function as the spine of the visual edit.
Rather than using transformation as an obvious visual effect, the film treats the mannequin and the woman as two versions of the same memory. The viewer is never explicitly told which one is real.
THE VISUAL LANGUAGE
LIGHT
Near-total darkness interrupted by controlled stroboscopic flashes. Light becomes both illumination and an editing device.
MOVEMENT
A contrast between complete stillness and highly expressive contemporary choreography. Fast fragments coexist with suspended slow movement.
CAMERA
Extreme close-ups, upward observational perspectives, controlled drifting movements and abrupt temporal discontinuities create the sensation of discovering fragments of a memory.
MATERIALITY
The mannequin has an intentionally artificial, highly detailed plastic surface, while the human form emphasizes skin pores, imperfections, hair, fabric and realistic physical interaction.
RAIN
A restrained atmospheric element that becomes visible primarily when intersecting the light, giving depth to an otherwise almost completely black environment.
Parfumu pe piele - Xya
Creative Direction & Visual Concept
András Roland Partamas
Music Concept & Production
András Roland Partamas
Visual Production, Editing & Execution
András Roland Partamas
Artist(Singer)
AI-generated performance
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Industrial one feel like a real product, how did you crate that?
How do you turn movement into a visual identity without literally showing movement?
That was one of the questions behind the branding for Riva Circle, a Pilates studio based in St. Gallen, Switzerland.
Riva Circle came to us as a completely new brand. The task was to build the brand from the ground up and create a visual language that could define how Riva Circle would be perceived from the very beginning.
The goal was to create something modern and dynamic, but without being loud or overly expressive. We wanted the brand to feel refined and contemporary, while still capturing something essential to Pilates: movement, control, balance, and the connection with the body.
That became the starting point for the wordmark. We explored how we could translate the expression of the body and the movement of Pilates into typography. Rather than illustrating movement directly, we looked for a way to make it part of the letterforms themselves.
This led us to a custom typographic treatment where a simple continuous line becomes part of the letters. Most importantly, that line appears within the letter A, creating a subtle but distinctive gesture. From that detail, we developed the visual language of the brand. The result is intentionally simple, clean typography, a restrained visual system, and a recognizable symbol built from the same idea of movement.
For me, that balance was really important. The brand needed to have enough character to be recognizable, but not so much visual noise that it would compete with the experience Riva Circle is offering.
And I think the brand has proven that direction quite well. Just one year after launching, Riva Circle has grown, established a recognizable presence, and, most importantly, built a strong community around the studio.
So, this project was ultimately about taking something as expressive as movement and finding a very simple visual expression for it. One that can stay relevant as the brand continues to grow.
Creative work :)