Yandex Music
Art Direction
In March 2021, Moscow-based Yandex officially launched its music streaming service Yandex Music in Azerbaijan. The real challenge was to encourage potential local consumers who might have previously been most comfortable listening to music on youtube and stream-ripping websites migrate to digital services like Yandex Music.
We found a great way to launch a new streaming music platform: make it the only place to hear new songs from popular Azerbaijani singers. Additionally, we highlighted that Yandex Music comes to Azerbaijan with features that are specially tuned to Azerbaijani music fans’ personal tastes and offer a good listening experience for a good price, without ads, and with the ability to use the interface in Azerbaijani.
As the Art Director at Endorphin Agency, I was in charge of shaping the visual direction for Yandex Music’s launch in Azerbaijan. My focus was on making the campaign feel fresh, exciting, and locally relevant.
To bring the brand’s colorful gradient to life, I used neon lighting during the shoot, creating a bold and modern look. I also designed all print and digital materials, ensuring a cohesive visual identity across the campaign. From defining the overall aesthetic of the videos to carefully selecting the artists’ outfits, I was involved in every detail to make sure everything aligned with the brand and resonated with the audience.
I also directed the photo shoot and retouched all artist photos used in the campaign. To further integrate the brand identity, I added Yandex Music’s gradient to accessories worn by the artists, subtly hinting at their transition to the platform. After the campaign wrapped, I also worked on the case study video.
I also directed the photo shoot and retouched all artist photos used in the campaign. To further integrate the brand identity, I added Yandex Music’s gradient to accessories worn by the artists, subtly hinting at their transition to the platform. After the campaign wrapped, I also worked on the case study video.
After the campaign wrapped up, I also worked on the case study video, showcasing the project’s impact. It was a hands-on, creative challenge—balancing strategic direction with design execution to help introduce Yandex Music in a way that felt both exciting and culturally relevant.
Credits:
Client: Yandex Music
Agency: Endorphin
Project Director: Farhad Shabanov
Creative Director: Orkhan Kerimov
Strategist: Elnur Nuraliyev
Art Director: Gulnar Rahimzade
Copywriter: Tarlan Mammadli
Account Manager: Ulviyya Bashirova
Digital Group Head: Musfig Shiraliyev
Production: PicMus
Producer: Rashad Karimli
Director and DoP: Farkhad Ali
Photographer: Farkhad Ali
Agency: Endorphin
Project Director: Farhad Shabanov
Creative Director: Orkhan Kerimov
Strategist: Elnur Nuraliyev
Art Director: Gulnar Rahimzade
Copywriter: Tarlan Mammadli
Account Manager: Ulviyya Bashirova
Digital Group Head: Musfig Shiraliyev
Production: PicMus
Producer: Rashad Karimli
Director and DoP: Farkhad Ali
Photographer: Farkhad Ali
