The Avett Brothers

When Republic Records selected us to craft the television and social teaser for The Avett Brothers’ “Magpie and the Dandelion,” we embraced the chance to express the band’s heartfelt, Americana soul through evocative visuals and kinetic energy. Filming on location in an intimate downtown studio, we captured lead singer Scott’s emotional performance in tight, expressive compositions. Subtle camera movements and natural lighting allowed genuine moments to breathe, while post‑production work injected an ethereal layer of warmth and humanity.

Our concept hinged on the metaphor of connection: choreographing delicate particles, like pinpoints of light, that radiate outward—mirroring the lyrical themes and acoustic textures of the music. Using motion graphics, we harmonized these organic visuals with the album’s color palette, then layered them over the live-action footage to craft a cohesive visual identity. Title cards and lyric fragments emerged from this luminous universe, blending handwritten typography with bursts of light to reinforce the emotive tone.

The final 30‑second spot begins with an intimate, grounded portrait of Scott, framed amidst a softly lit audience. As he begins to sing, luminous particles swirl into shot, building rhythm and energy. Subtle typographic interludes appear in sync with key lyric lines—“Another is waiting”—before culminating in a branded ending featuring the album cover, release details, and distribution information. The balance between performance and poetic motion effectively evokes the album’s blend of folk intimacy and sweeping emotional resonance.

This campaign resonated well with both fans and industry stakeholders. While detailed awards confirmations are pending, the promo garnered positive attention in music video press outlets and boosted early streaming and pre‑order metrics. Social shares featuring the motion graphic moments climbed steadily, showing audience appreciation for the visual treatment.