Client: Dazed Digital (2017).
While LOOΠΔ’s multi-pronged announcement strategy might seem hard to wrap your head round, large scale concepts and storylines for girl groups aren’t an anomaly in K-Pop. One only need look back upon T-ara’s 15-minute film around “Cry Cry” and videos like “Lovey Dovey” for precedents, or to newer groups like the J-rock-centric Dreamcatcher and GFriend’s ‘school trilogy’ of music videos. But LOOΠΔ stand apart amongst girl groups and even in the wider K-Pop world for the sheer ambition of their world-building, with each music video knotting another thread into an increasingly complex web of theories and imagery. Only EXO have in recent memory so carefully created a far-reaching origin story.
Taylor Glasby 