Mary J Blige - Xmas Album

Project: Mary J Blige - Xmas Album Client: Verve Production / Studio: Evil Twin

Creative Director: Karim Youssef Producer: Kristin Armfield, Harri Mark Motion / Edit: Karim Youssef

Mary J Blige - Xmas Album is a music campaign for Verve, built at the intersection of music, motion, release strategy, and visual identity. The work needed a clear idea first, then enough craft and structure to make that idea read inside the format it was made for.

Evil Twin anchored production, giving the work the finish, discipline, and executional control it needed to land.

Mary J Blige - Xmas Album is a immersive experience for Verve in partnership with Evil Twin, shaped as a connected experience rather than a collection of separate deliverables.

The campaign had to translate sound and artist identity into visual momentum: quick to read, emotionally specific, and built to support the release without flattening the music into decoration.

The result is a campaign asset that treats music as both subject and engine, using motion, edit, and image to carry the rhythm of the release.

The craft sits in the rhythm: how the image moves, where the edit breathes, how the design supports the subject, and how the final piece keeps momentum without feeling rushed.

The media is best read like a release system: finished motion first, then the supporting frames and production details that show how the campaign language was built.