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Doja Cat Vevo Lift
With the team at Vevo, I helped create and launch Doja Cat’s Lift campaign – a retired platform that highlighted artists at the brink of their breaking point in their career. The team took the “Cat” in Doja Cat and created an entire feline world by building a whole
milk bath and a human-sized scratching house for Doja’s performances.
Leaning into the playful early-2000s internet aesthetic that first defined Doja Cat’s breakout moment with “Mooo!”, we designed the carousel assets to echo the visual language of that era. Elements such as pixelated graphics, nostalgic color palettes, and retro web-inspired layouts were used to frame the content in a way that felt both referential and refreshed. This approach allowed the campaign to honor Doja’s internet-born identity while presenting it through a contemporary lens, creating a visually engaging and culturally resonant narrative.
As part of the campaign, we produced a series of looping GIFs during the shoot, directing Doja into playful, over-the-top expressions that echoed early webcam culture. These GIFs served as dynamic carousel assets and were also made searchable on Instagram, allowing fans to use them in their own Stories. The result reinforced the 2000s internet aesthetic while showcasing Doja’s humor and personality in an interactive, shareable way.
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To expand on the playful “cat” concept, we designed an immersive set featuring a giant milk bath and an oversized cat-scratch house. These surreal, tongue-in-cheek environments created a bold visual backdrop that tied directly into Doja’s identity and the internet-inspired tone of the campaign. Alongside the set builds, we produced a series of photography portraits, capturing Doja in both stylized poses and candid moments. These portraits provided the foundation for campaign assets across carousels, thumbnails, GIFs, and social extensions, ensuring a cohesive visual narrative.
CAMPAIGN
Client: Vevo, RCA – My Role: Art Direction, Design, Animation, Photography Production
Creative Producer: Priya Minhas – Editor: Austin Prahl – VFX & Design: Sydney Emery, Nick Resnicow
Photography: Sam Leviton – Executive Producer: Micah Bickham – Producers: Sacha Noelle, Maddie Schmidt, Bram Vandermark
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