Every Step you take

At 21, Jojo emerges as a fresh voice in indie folk from Coeur d'Alene, Idaho, crafting deeply personal, storytelling-driven melodies. After winning Season 5 of "North Idaho's Got Talent" in 2023, she's gained attention performing across the Pacific Northwest. Influenced by Fleetwood Mac and Brandi Carlile, Jojo maintains her unique sound while collaborating with acclaimed producers and songwriters like Jeffery David and Dan Wilson. Her upcoming single "Every Step," dropping October 4, 2024, promises to be a feel-good acoustic track featuring top LA musicians.

EVeRY STEP YOU TAKE (DIRECTORS CUT)

Overview

When indie-folk artist Jojo approached Filmatic to bring her single "Every Step" to life, we knew we had to capture both her authentic storytelling roots and artistic evolution. Working alongside producer Jeffery David, we developed a music video and pre-release content strategy that would showcase the 21-year-old Idaho native's journey while building anticipation for her October 2024 release.

THE VIBES

Capturing Jojo's sunlit indie-folk sound meant diving deep into nostalgic aesthetics. We built our visual language around vintage Kodak color profiles, embracing warm amber tones and soft contrast that echo the golden age of 1970s photography. This retro-inspired palette perfectly complemented the optimistic energy of "Every Step," creating content that feels both timeless and authentically Jojo—like a cherished memory playing through a Super 8 camera on a perfect summer day.

OUR Approach

Building on the nostalgic visual foundation, we crafted a multi-phase content strategy that would resonate across platforms. The hero music video was shot on location in Idaho's scenic landscapes, while pre-release content focused on intimate, behind-the-scenes moments that highlighted Jojo's artistic journey. Each piece was carefully designed to build anticipation and engage audiences through an authentic storytelling approach, from TikTok-optimized teasers to Instagram-ready stills. We balanced polished production value with intentionally raw, vintage-inspired moments that made every frame feel genuine and connected.

Filmatic got to work scouting locations, storyboarding, writing scripts, casting, and designing sets. From the initial planning and concept development, the team planned and created a strategy that was both effective and magnificent. This approach ensured that when the production moved into the execution phase, all components were in place correctly.

THE RESULT

The campaign resonated deeply across social platforms, with the music video's warm, nostalgic aesthetic striking a chord among indie-folk audiences. Pre-release content generated significant organic engagement, with behind-the-scenes moments consistently outperforming industry benchmarks. Most importantly, our visual approach helped position Jojo authentically within the indie-folk landscape, supporting her artistic narrative as she steps into the spotlight with her October 2024 release. The project showcases how thoughtful visual storytelling can amplify an emerging artist's voice while staying true to their artistic roots.