Netflix approached Creative Noize to lead social content development in support of the launch campaign for The School for Good and Evil soundtrack’s lead single. Our charge: direct the photography for the music video’s behind-the-scenes content and deliver visuals that would fuel Netflix’s social strategy—culminating in assets that not only captured the creative spirit of the production but also doubled as the official single’s cover art.

To bring this vision to life, we partnered with Dom Jewels, our lead content director, and developed a detailed visual treatment that mapped out the entire production-day strategy. This included a dynamic storyboard and targeted shot list designed to document the energy, style, and personality of the cast in real time. We also conducted aesthetic research on the featured talent to understand how they preferred to be seen—ensuring that each shot we captured reflected their personal visual identity and aligned with Netflix’s premium production standards. Our process allowed us to move with intention on set, maximizing limited time and capturing editorial-level content that elevated the entire rollout.

The result was a successful campaign launch that amplified the music video’s visibility and contributed to its ongoing impact—now surpassing 2.5 million views. Netflix’s internal teams aligned around our content plan, seamlessly integrating our deliverables across talent pages and official brand channels. What started as a behind-the-scenes directive became a full-circle contribution to the creative campaign’s visual identity, reinforcing the power of thoughtful, narrative-led social content.