CREAM [Properly]
C.R.E.A.M is an acronym abbreviating the phrase “Cash Rules Everything Around Me”. It is often said that money can't buy happiness and MadeByMagic's track C.R.E.A.M [properly] aimed to challenge and contradict this belief by not just acquiring money but making and spending it properly (hence the title).
We wanted to visually follow in the vein of contradiction set up by the lyricism (“..suntan in a chinchilla”). Through the use of binary and opposite features, the approach to the art was to represent our financial perspective of the world we live in, exploring:
Poverty division (The gap between the rich and poor, Gentrification etc)
The difference between low-income areas and wealthy sectors of a city
The external influences on the way we spend money Subliminal and Targeted advertising)
Creative Direction
Photography
Visual Art
Release Campaign Content
