EMI Records Ltd. is a British record label owned by Universal Music Group. The original EMI Records was founded by the music company of the same name in 1972 as its flagship label, and launched in January 1973 as the successor to its Columbia and Parlophone record labels.

EMI Records has signed acts that have gone on to become global successes: Queen, Kate Bush, Pink Floyd, Robbie Williams and Elton John. Other impressive artists they’ve signed are Florence and the Machine, Jamiroquai, Justin Bieber, Katy Perry, Lewis Capaldi, and Taylor Swift.

The brief

We were approached by the label to help with the creation of Instagram content to promote the Elton John Rocket Man film as well as create promotional content for their artist HRVY. The Elton gifs were specifically requested to help maximise exposure for Elton John's Rocket Man film. The HRVY gifs were created to help boost the launch of HRVY’s new album and to also coincide with HRVY taking part in 2020s Strictly Come Dancing show on BBC 1.

The Challenge

One of the biggest challenges was the fact that the work had a fast turnaround as it was required quickly and had a tight deadline. The challenges did end there. We were presented with the task of cutting and editing content from quite a high-paced and colourful video, so accuracy and quality of the edit was required. We also had to select the best elements of the music video to turn into micro-form content in the form of Instagram stickers and assets that we can upload to Giphy.


Make designed gifs to promote the film Rocket Man quickly and effectively and the client loved the results — Elton John himself even used the gifs on one of his posts!

The gifs that were created to promote HRVY coincided with him being on the popular UK TV ‘Strictly Come Dancing’, with some of them reaching over 5 million views (figures taken from Giphy). They are all available to use on Instagram stories and the Giphy library.

"I will 100% recommend Make to our other departments! Love the work you all did for us."

Mauro Borges
Head of Design, EMI

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