About the project
In the summer of 2025, I collaborated with Toronto electronic music artists Emryl & Ghosthands to direct and produce a promotional photoshoot and music video for their upcoming single ‘Sad to Grow’.
As my first time working on visuals for a song featuring two separate artists, this project was a unique opportunity to blend established styles and inspirations into something that was just as much unique as it was complementary to both of their musical personas.
Through an extensive production process that encouraged client feedback at every stage, I crafted a narrative and visual style informed by the artists who most inspired them, and which complemented their planned visual direction moving forward.
creative process
The primary challenge of this project was to ensure cohesion between both the photo and video components.
To address this, clear production guidelines were outlined and pitched to the clients from the very start. This included a pitch deck which detailed every specific colour, inspo piece, wardrobe item, location and piece of equipment that would be most important in shaping the distinct look of the project.
Both components were captured on the same day and at the same location, which further cemented the distinct visual cohesion we were seeking.
results
Upon delivery, photos were used to promote the songs release on Instagram across the official accounts of both artists, gaining hundreds of likes and thousands of views on each post.
The official music video was posted on YouTube and later formatted for Instagram Reels for their core social media audiences.
credits
Campbell Kaye – Creative Director – Photographer – Videographer – Video Editor
Emryl (Josh Day) – Principal Talent – Music Producer – Video Editor
Ghost Hands (Nick Phokeev) – Principal Talent – Music Producer
CK-Creative 