Project Spotlight: FIA – "Tiger"
Some projects just click from the very beginning, and Tiger was one of those.
I've had the pleasure of working with Perth singer-songwriter FIA on many occasions, and every project we create together is full of energy, creativity and plenty of laughs. When FIA approached me to help bring her latest single, Tiger, to life, I knew it was going to be something special.
The vision was bold, glamorous and unapologetically fierce. Think animal prints, pop showgirl energy, confidence and power. The goal wasn't simply to create an album cover, we wanted to build an entire visual world around the release that could carry across the single artwork, promotional campaign and official music video.
Bringing the Vision to Life
Before we even picked up a camera, FIA and I spent time brainstorming concepts, workshopping ideas and refining the creative direction together. It was an incredibly collaborative process, bouncing ideas back and forth until every location, outfit and scene felt like it belonged in the story we wanted to tell.
Over the course of a day and a half, we shot across three very different locations:
- A professional studio for polished promotional imagery.
- A live performance venue to capture the theatrical, show-stopping energy of the track.
- Perth's Cat Haven, adding a playful (and very fitting!) tiger-inspired element to the project.
Each location brought a different layer to the final collection while still tying together into one cohesive visual identity.
More Than Just a Photoshoot
For this project, I was involved throughout the entire creative process.
From photographing the campaign and filming the official music video to retouching the final images, editing the video, scouting locations and helping style individual scenes, it was a true end-to-end creative collaboration.
Alongside the hero imagery and music video, we also created a range of social media content that FIA could use throughout the song's release campaign, ensuring she had a consistent collection of assets across every platform.
A Project That Felt Like Me
One of the reasons this project stands out so much is because the creative direction aligned so naturally with my own style. Bold concepts, dramatic visuals, fashion-inspired imagery and a little bit of organised chaos are the kinds of projects I absolutely love creating.
Working with someone like FIA, who fully embraces big ideas and isn't afraid to commit to a concept, made the entire process incredibly rewarding. There was a real sense of trust and collaboration from start to finish, and I think that comes through in the final work.
I'm genuinely proud of how Tiger came together. Every image and every frame of the music video feels like it belongs to the same visual world, helping tell the story of the song while capturing FIA's personality and performance style.
Creative projects like this are exactly why I love what I dobringing ambitious ideas to life and creating visuals that leave a lasting impression.
Comments
Leave a comment
Your Email Address Will Not Be Published. Required Fields Are Marked *