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CASE STUDY / 07 / MUSIC VIDEO / CREATIVE LEAD

FREAK

Promotional Campaign

Music video · Creative direction · Treatment

2026

CONCEPT / EVERYONE IS A FREAK.

Official FREAK music video frame featuring Karlyn Janie and surrounding performers in a colorfully lit party scene.

FREAK.

FREAK.

FREAK.

FILM WORLD / EXPRESSIVE PERFORMANCE

The finished film and the 14-page concept treatment together show how I approached a music video from creative idea to collaborative production. The reference boards are development materials; the linked official film is the completed work.

SEE ORIGINAL WORK ↓

THE ORIGINAL COMPOSITION · PRESERVED

07 /

Official FREAK music video frame featuring Karlyn Janie and surrounding performers in a colorfully lit party scene.

THE IDEA / THE PROCESS / THE PROOF

A character-driven music video for Karlyn Janie celebrating individuality and fearless self-expression. Creative direction developed through a vivid treatment of performance, color, styling, and imaginative scenes.

THE CONCEPT

The treatment begins with a simple proposition: “Everyone is a freak.” Rather than define one character, the concept embraces many personalities and their different ways of expressing themselves. A free-spirited, playful and seductive tone informs the visual references, color, character direction and performance environments. The music video was directed by Runna Jay, with Yazming Ross serving as Creative Direction / Lead.

MY ROLE

Creative Direction / Lead · Original concept treatment · Visual narrative development · Styling and beauty references · Creative production collaboration

THE PROCESS

I developed a 14-page visual treatment mapping the song into an introduction, performance imagery, a colorful kitchen world, and a ballroom/runway atmosphere. Reference boards explored candy-bright pinks, electric blue, yellow, playful accessories, expressive makeup and fashion styling, and character-led performance. The treatment guided a creative conversation with the director and production team; reference imagery is not presented as footage that was necessarily produced.

STATUS & OUTCOME

A completed official music video for Karlyn Janie is available on YouTube. This case study documents the concept and my Creative Direction / Lead role, alongside the credited director, cinematographer, set designer and wider production team. It makes no claims about views, awards or commercial performance.

OFFICIAL FILM / FULL MUSIC VIDEO

FREAK. ON FILM.

FREAK. ON FILM.

FREAK. ON FILM.

The completed official music video. Suggestive themes and expressive performance. Playback starts only when you choose to play.

The completed official music video. Suggestive themes and expressive performance. Playback starts only when you choose to play.

ARTIST / KARLYN JANIE CREATIVE DIRECTION & LEAD / YAZMING ROSS DIRECTOR / RUNNA JAY

ARTIST / KARLYN JANIE CREATIVE DIRECTION & LEAD / YAZMING ROSS DIRECTOR / RUNNA JAY

DESIGN DECISION / CHARACTER OVER CONFORMITY

DESIGN DECISION / CHARACTER OVER CONFORMITY

EVERYONE IS A FREAK.

EVERYONE IS A FREAK.

EVERYONE IS A FREAK.

My creative direction began with freedom of expression, not a single prescribed image of femininity. The treatment brings together party energy, expressive performers, a dreamlike kitchen, and a runway-inspired world. Its energetic palette of pink, blue, and yellow connects performance, costume, hair, and makeup into a visual language that lets different characters own their individuality.

My creative direction began with freedom of expression, not a single prescribed image of femininity. The treatment brings together party energy, expressive performers, a dreamlike kitchen, and a runway-inspired world. Its energetic palette of pink, blue, and yellow connects performance, costume, hair, and makeup into a visual language that lets different characters own their individuality.

My creative direction began with freedom of expression, not a single prescribed image of femininity. The treatment brings together party energy, expressive performers, a dreamlike kitchen, and a runway-inspired world. Its energetic palette of pink, blue, and yellow connects performance, costume, hair, and makeup into a visual language that lets different characters own their individuality.

ORIGINAL TREATMENT / CREATIVE DIRECTION / FILM

Official FREAK music video frame featuring Karlyn Janie and surrounding performers in a colorfully lit party scene.

OFFICIAL MUSIC VIDEO / PRODUCTION FRAME

BEHIND THE DIRECTION / THE 14-PAGE TREATMENT

FOUR WORLDS. ONE IDEA.

FOUR WORLDS. ONE IDEA.

FOUR WORLDS. ONE IDEA.

The original treatment charts possible environments, character energy, hair, wardrobe and makeup. These boards communicate creative intent; reference images are not presented as confirmed final shots.

The original treatment charts possible environments, character energy, hair, wardrobe and makeup. These boards communicate creative intent; reference images are not presented as confirmed final shots.

01 / INTRO

THE INVITATION

THE INVITATION

THE INVITATION

From the opening references to an energized entry into the world of FREAK. The early boards establish the visual language and sense of discovery.

From the opening references to an energized entry into the world of FREAK. The early boards establish the visual language and sense of discovery.

TREATMENT / PAGES 3–4

02 / PERFORMANCE

MANY PERSONAS

MANY PERSONAS

MANY PERSONAS

Performance references explore pink and purple light, expressive movement, character variety and a sense of individual freedom.

Performance references explore pink and purple light, expressive movement, character variety and a sense of individual freedom.

TREATMENT / PAGES 5–6

03 / KITCHEN

SWEET DISORDER

SWEET DISORDER

SWEET DISORDER

Bright skies, dessert imagery, candy colors and playful styling turn the kitchen into a heightened, surreal visual environment.

Bright skies, dessert imagery, candy colors and playful styling turn the kitchen into a heightened, surreal visual environment.

TREATMENT / PAGE 7

04 / RUNWAY + STYLE

WEAR YOUR FREAK

WEAR YOUR FREAK

WEAR YOUR FREAK

Ballroom energy, hair and makeup explorations, and outfit references expand the song’s theme through distinct visual identities.

Ballroom energy, hair and makeup explorations, and outfit references expand the song’s theme through distinct visual identities.

TREATMENT / PAGES 8–13

CREDITS / THE TEAM

MADE
WITH.

Artist

Karlyn Janie

Director

therunnajay

Assistant Director (AD)

pressplaytvlive

Director of Photography (DP)

therunnajay

Creative Direction / Lead

Yazming Ross

Photographer

pvresoul

Behind-the-Scenes (BTS)

pvresoul

Set Design

unlmtd.studio

Editor

therunnajay

Talent Management

dogtagmg, 93madeit

Production Company

theimprinttmedia

PROJECT NOTE

A collaborative music-video production. My documented contribution is Creative Direction / Lead and visual treatment development. The 14-page treatment collects proposed creative references and scenarios; the official music video represents the completed production. Full team credits are listed above.

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