For gruuv, we developed video formats that approach music culture from within, focusing on lived moments rather than polished performances. The project explored nightlife, live music, and community-driven scenes through an observational lens, allowing artists, spaces, and audiences to coexist naturally within the frame.

The work combined short-form editorial videos and live session recordings, prioritizing atmosphere, proximity, and rhythm over conventional documentation. Each output was designed to feel embedded in the moment, preserving the energy of the night while remaining adaptable for digital platforms and campaign-driven distribution.