Kagami - “Time Machine” EP Rollout
How we built a nostalgic world reminiscent of 90s Japanese City Pop, from scratch.
Client KAGAMI
Label Dontaku Records
Lucas Sim and Rotem Gerad are a talented duo who met at Codarts Music School and bonded over their love for City Pop. When they transitioned from a larger band to form the Daft Punk-esque duo KAGAMI, we knew there was something special.
The beginning
To launch their new identity, we produced a cinematic live performance and an artist interview—an authentic introduction that set the tone for everything to come.
Brand design
When we were asked to design their logo and brand identity, we dove deep into the world of City Pop. We didn’t just listen—we lived it. For weeks, it was the only thing we played, to see what feeling it sparked, and when we connected to it at most. We immersed ourselves in the textures, colors, and cultural energy of 90s Japan, letting the aesthetic shape every design decision we made.
The result was a mix of nostalgic 90s tv aesthetics and graphics, mixed with contemporary styles.
Context
A concept EP rooted in nostalgia, memory, and the feeling of movement through time. Our goal was to build a visual world that mirrored this: playful, emotional, mysterious, and unmistakably retro-futuristic.
EP Release Strategy
We built a full visual world rooted in nostalgia and mystery, with the following key elements:
- Developed a distinct visual identity with moodboards, color schemes, and typography
- Design a recurring avatar to symbolize the EP’s world
- Create a tracklist poster to tease the songs, and to be included in videos
- Release the album on youtube with a full 20 minute, visualizer, also adapted for Spotify Canvas and live visuals
- 3-part teaser campaign to run as ads on instagram, facebook, tiktok and youtube.
- Capture behind-the-scenes content to strengthen the artist-fan connection
Avatar
Once we understood their vision, we listened to the “Time Machine” EP—and it instantly inspired a creative direction.
To give the album a strong identity, we created a recurring avatar: a KAGAMI blimp, or zeppelin. This acted as the “time machine,” appearing throughout the visuals and tying everything together into one immersive world.
Animation
We took inspiration from City Pop icon Tatsuro Yamashita’s iconic animated music video (link) and created a full 20-minute 8-bit visualizer, designed as a narrative journey through the album. It was released on YouTube, and clips were adapted for Spotify Canvases and stage visuals—enhancing the listening experience across platforms.
Ad videos
To promote the EP, we produced three short-form video ads. These leaned into mystery and minimalism—avoiding obvious reveals and instead building a sense of intrigue.
The tracklist poster introduced the blimp as a blueprint concept, paired with a surreal, corporate-90s ad.
In the following teasers, the blimp finally appeared—floating subtly in the sky, often for just a few seconds.
Each piece layered hints of the visualizer storyline, leading up to the full premiere.
Results
We built the foundation of their brand from the ground up—crafting not just a visual world, but a genuine connection with their audience. What started as an emerging project quickly became a recognizable identity, resonating across platforms:
And the momentum is still growing.
