Avicii

Avicii’s Sound Visualized – Blue Helps Bring “True” to Screens Worldwide Blue partnered with Island Records and Evil Twin Productions to deliver a fast-cut, genre-blending promo for Avicii’s debut album True. From sunrise sets to crowd-fueled choruses, the spot helped define the album’s visual tone while driving sales across iTunes and streaming platforms. Celebrated for its pacing, motion design, and hybrid concert-documentary style, the campaign elevated True into a multi-platform movement and marked a defining milestone in Avicii’s global career launch.

When Island Records was gearing up to release Avicii’s debut studio album True, they approached Blue in collaboration with Evil Twin Productions to craft a high-energy, emotionally resonant promo that would both capture the spirit of the music and fuel momentum across digital and television platforms.

We took a modular approach to the storytelling, cutting to beat and mood to highlight the singles “Wake Me Up” and “Hey Brother,” while intercutting behind-the-scenes footage, massive festival moments, and fan crowd energy. Custom typography and motion graphics were overlaid to give each moment identity and rhythm, using minimal geometric design with subtle animation and glitch flares.