Ariana Grande

Project: Ariana Grande Client: Republic Records Production / Studio: Evil Twin

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

Ariana Grande is a digital campaign for Republic Records, built at the intersection of digital campaign storytelling and social-first content. 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.

Ariana Grande is a immersive experience for Republic Records in partnership with Evil Twin, shaped as a connected experience rather than a collection of separate deliverables.

The work had to move cleanly through digital and social channels, where the idea has to land fast but still feel considered, designed, and finished.

The result is a focused creative piece with a clear idea, a disciplined visual system, and enough craft to hold attention past the first look.

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 placed as part of the read, not as an afterthought: finished work first, then the details that explain the choices behind it.