Domenic "Dom" Haynes was a television sensation from The Voice. Billed as a pop artist, I wanted to dismantle this image in favor of the true nature of who he really is and remove the shroud to let his spirit shine.
MUSIC VIDEO: "CRAZY"
Role: Creative Director, Production Designer, Stylist, Art Director
"Crazy" is the first single on Dom's upcoming album. This single is a re-introduction to his fans, revealing the new and real Domenic Hayes . With this music video I wanted to show a more vulnerable side to him that had not been shown previously.
Shooting the entire video on film allowed us to keep the aesthetic grounded with it's lo fi feel and rawness.
TEASER: CRAZY
Role: Creative Director, Art Director, Editor
This teaser for "Crazy" was the first up in the roll out leading up to the song's release. Dom's aesthetic prior to this had been formed to be a more manufactured mechanical pop centric look whereas I wanted to ground him deeper in himself and how he wanted the world to see him.
Using fungi as my focus, gave us the opportunity to show the beauty in something that is normally not seen as beautiful, a theme I wanted to carry out through this entire project. The question of "what keeps you from going crazy" was a perfect way to introduce the record.
ARTWORK: "CRAZY" (2021)
Role: Creative Director, Art Director , Graphic Designer
The "Crazy" artwork is the paragon of the creative strategy behind this new project. I wanted to capture Dom outside of his natural environment and shoot him in the gritty streets of New York. This allowed me to begin to show his efflorescence.
LYRIC VIDEO: CRAZY
Role: Creative Director, Art Director, Stylist
The lyric video for "Crazy" is an extension of the single's artwork. Diving deeper into the story of Domenic Hayes to "Dom". His vulnerability and curiosity of this new city was ideal to capture as we embarked on this new journey.
VISUALIZER: "SABOTAGE"
Role: Creative Director, Director, Editor, Art Director
"Sabotage" is the second single on Dom's upcoming project. Continuing to carry out rawness lo fi aesthetic I wanted the visualizer for "Sabotage" to feel reminiscent of a vintage home video.
The bleeding film translates to the songs lyrics enhancing the ethos of bringing out the beauty in something that would normally be looked at as imperfection.
TEASER: "SABOTAGE"
Role: Creative Director, Art Director, Editor
The teaser for "Sabotage" is the first of the roll out leading up to Dom's second single "Sabotage". Using vulnerability as our base I chose a clip of another form of fungi, mushrooms, blooming and closing up again, something we all often do in the name of self sabotage.
ARTWORK: "SABOTAGE" (2021)
Role: Creative Director, Graphic Designer
The artwork for "Sabotage" was inspired by Tupac Shakur's famous poem, "The Rose that Grew from Concrete". Capturing the tenderness of his face up close and personal with another blooming element that was representative of Dom.
MUSIC VIDEO: LOST MY HEAD
Role: Creative Director, Production Designer, Art Director
"Lost My Head" is the third single on Dom's upcoming project. Keeping the video confided to one room to resemble the feeling of literally being in Dom's head with him. The lyrics to the song are intimate and I really wanted to ensure the visual matched that.
ARTWORK: LOST MY HEAD
Role: Creative Director, Art Director
The artwork for "Lost My Head" is the epitome of Dom finally showing the world the real him and his feelings with himself on his journey . We wanted to capture him a moment of solitude and peace.
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