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The track "LQTQD (La Que Te Quería Dedicar)" is a standalone single from Tiziano, dropped on February 14th. This release served to keep the artist's momentum strong by offering a focused, seasonally relevant piece of new music to the audience.
The Challenge
We needed to create a Valentine’s Day release that stood out by addressing a core truth experienced by the audience: the effort, hard work, and occasional embarrassment (even dishonesty) associated with trying to afford gifts for a loved one. The project's success depended on its ability to shift the emotional focus from idealized romance to genuine, relatable financial struggle and sacrifice.
Job Role
Creative Director & Filmmaker
Creative Strategy & Solution
Our strategy was to create a video and aesthetic that visually and emotionally supported the single's subversive Valentine's Day narrative focused on financial sacrifice. We used a high-contrast color palette to reflect this emotional duality: yellow represented the joy, hope, and idealized love shared with the partner, while blue tones and skies underscored the feeling of anxiety and the overwhelming pressure experienced by the protagonist.
The music video tells a relatable story of a young dishwasher who works extra shifts to afford an "ideal date" for February 14th. The narrative builds tension by showing his paycheck dwindling as the date unfolds. The critical reveal at the end shows the partner was unaware of his true job, emphasizing that he was lying out of embarrassment.
This narrative twist was deliberately engineered to elicit a powerful emotional response from the audience. We aimed for the ending to convey deep empathy, nostalgia, and admiration for the main character's hard work and sacrifice, successfully validating the audience's experience and elevating the track beyond typical holiday releases.
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