AVICCI
Turning an emerging electronic artist into a global cultural conversation.
Universal Music Group was introducing a rising Swedish electronic music artist, Avicii, to the world. The opportunity was to create a distinct visual narrative for his breakout single, "Levels"—one that could transcend the music itself, capture the imagination of a new generation, and connect with audiences around the globe.
CREATIVE DIRECTION • ORIGINAL CONCEPT • FILM DIRECTION • POST-PRODUCTION
CHALLENGE
Electronic dance music was becoming a global cultural movement. For an emerging artist like Avicii, the challenge was to create a visual identity that could break through the noise and connect with audiences far beyond the dance floor.
Working with Avicii, Petros explored the ideas and symbolism behind "Levels" to develop a film concept that translated the energy and spirit of the music into an unexpected, memorable story.
The goal wasn't simply to promote a song. It was to create something audiences would discover, share, and remember.
RESULTS
The ‘Levels’ video went on to be nominated for multiple MTV awards including video of the year. Avicii went on to become one of the biggest EDM artists in the world. The video has been used to teach music video film making at the University of London and has captured the attention of audiences world wide with three quarters of a billion views.
AVICCI - LE7ELS
