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Projects

Ninety One were preparing for a major comeback after a series of difficult events:
— the departure of the group’s leader,
— leaving the entertainment company that had been their home from day one,
— an emotionally challenging period for both the members and their fandom.

The task: create an honest, powerful, and visually expressive campaign that would help the group return to the stage, restore emotional connection with fans, and prepare the audience for the upcoming album.

Challenge

Numbers

Ninety One Comeback Creative Campaign

Client: Ninety One
Creative studio: Artjaq
Role: Creative direction, storytelling, production

1,500+

Total comments

267,000+

Total views

2023

Release

Execution

We conducted deep interviews with each member — their fears, doubts, hopes, and internal conflicts.
Based on these interviews, we developed four scripts, one for each member.

Emotional honesty = trust

The fandom values the group for their sincerity. True, vulnerable stories rebuild closeness and shift the focus back to the people, not just the music.

Personal mini-films deepen the connection

Each member gets their own voice and cinematic world, allowing fans to empathize more deeply and engage personally.

The comeback story becomes part of the new album

The narrative hints at the album’s upcoming atmosphere, building emotional anticipation.

The “truth before the release” strategy boosts hype

Audiences love authentic comeback arcs — it drives discussion, virality, and retention ahead of the album drop.

In short: emotion becomes the main marketing tool.

Why This Idea Works

Ninety One have always been known for their transparency and openness with fans.
We decided to keep that tradition.

The core idea:
tell the personal stories of each member through visual storytelling.
We created a comeback universe where each member goes through their own emotional arc — fears, doubts, hopes, and movement forward.

Idea

1. Interviews & documentary foundation

We produced four cinematic stories built on the artists’ real experiences.
All films are tied together within one comeback universe.

3. Visual identity & design

2. Four mini-films

We created a unified comeback identity.
Designed four video-tarot cards — symbolic artifacts representing each story.
Prepared visual materials that echo between films, forming a cohesive narrative.

— The comeback restored emotional trust and strengthened the fanbase.
— The members’ stories were actively shared and discussed by fans.
— The mini-films sparked empathy, nostalgia, and anticipation.
— The tone of the campaign perfectly prepared the audience for the new album.

— Bring the audience back through honesty, not a polished PR legend.
— Create an emotional entry point before the album release.
— Deliver the message: “we’re returning as our true selves.”
— Build a full storytelling chain: interviews → mini-films → teasers → hints of the new album’s aesthetic.

Strategy

Impact

— 4 mini-films
— 4 scripts based on real emotions
— The complete comeback universe
— Visual identity and design system
— Teasers and promotional materials

Content

Team

Creative Director & Director: Askhat Bayanov
Creative Producer — Dulat Mukhametkaliev
Producer — Nurila Shakirova
Writer — Zhan Premo

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