[ 07 · case ]
piv records
a house festival in amsterdam
[ the problem ]
people scroll past content of “just” dancing crowds.
[ the insight ]
people connect with a story. this edition already had one: cinta, indonesian for love, a culturally rich theme that never surfaced in the content.
[ the solution ]
social content built around cinta, with one call: join the movement. not a crowd to look at, a movement to belong to.
01discover
02embody
03define
04build
social content built around cinta and one call, join the movement: a short-form video that helped reach 60,000+ potential visitors for a sold-out edition.
[ the result ]a short-form video that helped reach 60,000+ potential visitors, for an edition that sold out completely.execution: social content
