ROBI x MONA — MALE (Official Music Video)
Category
Music Videos“MALE” is a love letter to identity and place—ROBI and MONA’s first collaboration, filmed in the hometown of one of the artists. We set out to recreate a late‑summer village day, when the orchards are heavy with apples and the air carries that soft end‑of‑season nostalgia. Instead of leaning on drone spectacle, we built a tactile world on the ground: custom art direction with old Bulgarian rugs and kilimi, vintage props, and lived‑in textures that feel authentic rather than staged. A ’80s Lada, a classic “Balkanche” bike, and ethno styling tie the story to its roots while keeping it fresh and modern.
Approach
Creative: A lyrical, candid performance woven into everyday village life—work, play, pauses on the square—designed to evoke warmth and self‑love without clichés. The narrative breathes through micro‑moments and tactile details.
Cinematography: Handheld intimacy and grounded wides; natural light shaped with minimal fixtures to preserve realism. We favored in‑scene texture over aerials to keep viewers close to the characters.
Production: Shot on location in and around the artist’s hometown. We crafted a modular set design using vintage rugs and textiles to transform simple spaces into evocative frames without breaking the rural authenticity.
Post: Editorial pacing follows the song’s cadence with short poetic rests; color grades lean warm and filmic to bottle the late‑summer feel.
Challenge
The goal was to balance authenticity with striking visuals—no rural kitsch, no over‑styling. Weather shifts and limited daylight windows pushed a nimble schedule. The solution was a design‑first approach on location: practical set builds with rugs and textiles, flexible blocking, and a lighting plan that kept the world warm and inviting.
Deliverables
1× Official Music Video (YouTube master, 4K)
Platform‑ready cutdowns (9:16 reels/shorts, 1:1 teasers) — if published
Select stills for cover, PR, and socials
BTS selections for press and social storytelling
Links
Watch on YouTube:
https://www.youtube.com/watch?v=s5g_bs5tOcY
Press: BG Radio — “MONA и ROBИ представят първата си колаборация – MALE”
https://www.bgradio.bg/article/mona-i-robi-predstavyat-pyrvata-si-kolaboratsiya-male
Credits
Producers: Robi, EastArt
Creative Agency: https://madstories.eu
Director: Hristo Georgiev
AD: Devina Vasileva
DoP: Ventsislav Todorov
AC: Alex Georgiev
Lighting: Alexander Petrov, Stefan Marinov
Set Design: Devina Vasileva, Martin Kirilov, Vasilena Chernaeva
Edit: Doris Petrova
Colour: Denislav Marinov
Styling: The Trackers
Designers/Wardrobe: BULKINA (bulkinastudio), Maggie Hristova, Plus 0 Concept Store
Hair: Hari Dzhinov
Make up: Eda Kadirova
Still photography: The Trackers
BTS: Kaloyan Kirov
Management MONA: Marin Kolev, Evelina Labeshka
Music
Producers: Robi, EastArt
Arrangement: Robi
Lyrics: Robi, MONA
Mix & Master: Dimitar Ganchev
