THE CHALLENGE
Junaco, an L.A. based duo comprised of Shahana Jaffer and Joey LaRosa, reached out with the compelling opportunity to create an entire virtual 3D space to accompany their upcoming album Blue Room. The overarching vision for the project was to create a holistic experience which would immerse the listener into their music.
Now we’ve all been taught that focus is essential if we want to reach our goals. But I’ve heard that phrase so many times it started to feel a bit empty. That was until last week, when I read a story about a rowing team that wanted to win a particular race. I don’t recall the specifics, but I remember how they applied focus to everything they did.
Junaco, an L.A. based duo comprised of Shahana Jaffer and Joey LaRosa, reached out with the compelling opportunity to create an entire virtual 3D space to accompany their upcoming album Blue Room. The overarching vision for the project was to create a holistic experience which would immerse the listener into their music.
CONCEPT & CREATIVE DIRECTION
The virtual space aimed to capture a mesmerizing and tranquil place where people could rest peacefully wrapped in the golden rays of the sun, comforted by the abundant companionship of nature. The initial inspiration came from Junaco’s brand image; warm, ethereal, breezy, and contemplative. The message of the song "Blue Room" reinforced the idea of staying grounded, which was further reflected in this project. The virtual escape aimed to create an oasis that was a respite from the monotony of everyday life. A key element of the spaces was invoking a reverence and gratitude to all that surrounds us. The spaces are an attainable sanctuary, reflective of personal spaces such as attics, greenhouses, conservatories, lounge areas, and anywhere that is kissed by the sun. In this way, the audience is implicitly reminded to stay grounded and find calm within the ordinary, calling back to the messaging in “Blue Room”.
