Heat of the Moment

Primo developed To the Max, an energetic anthem inspired by the vibrant spirit of the 1980s. Our visual direction drew heavily from the 1986 National Aerobic Championships, creating a nostalgic yet dynamic backdrop.

Primo crafted a narrative around a dance duo who are drawn to each other but won’t make a move until they’ve reached their ultimate goal. Collaborating with her is always a highlight. I’m excited for what we’ll create together next.

Laura Lee Bishop | Joe Barlow | Arturo Abraham Fuentes | John Michael Taylor

Click the image below to watch the entire music video